Domestic Abuse Social Campaign: Bell Bajao

Summarization From the previous class, we got Dr.Saumya Pant as a guest speaker from the Mudra Institute of Communications, Ahmadabad (MICA), India. She came to share about social change campaign called “Bell-Bajao” on the topic of “Integrated Communication and Strategy” which is focus on the domestic violence. This campaign is about planning a communication campaign to address domestic violence. Domestic violence is any act of violence, even if only verbal, perpetrated by a household member upon another household member and includes any omission which causes physical or moral harm to the other" An organization that a group of people created to deal with domestic violence called “Breakthrough”. Breakthrough is a global human right organization that uses the power of media, pop culture and community mobilization to make an impact to people. In India, this organization created campaign called “Bell-Bajao”. The Bell Bajao known in English as “Ring The Bell”. Ring The Bell calls on men and boys around the world to take a stand and make a promise to act to end violence against women. Bell-Bajao is to ring a bell to stop doing something violent in family to reduce violence in society. Ring The Bell of your neighborhood to interrupt any violence that is happening at that moment to let them know that others can hear them. There are 8 steps of communication program plan. Step1 : Situational Analysis * Understanding the problem and issues * This organization is focusing on Domestic Abuse. * Identified ending gender-based discrimination and violence. Step2 : Communication Objectives * To advance current discussion and knowledge about violence against women. * Needed to respond to current political realities and opportunities. * Build on past learning and draw from current violence women research findings in India and globally. * To promote government of India’s prevention of Domestic Violence against women act. * Seeks to reduce domestic violence and stigma and discrimination faced by women living with HIV/AIDS. * To highlight the role that men and boys can play in reducing violence. Step3 : Target Audience * The primary target audience in this campaign is men and boys * Beyond the intensive focus on youth, Breakthrough reaches out to a diverse range of communities. -Local leaders and opinion makers. -Service providers. -Staff of government agencies. -University teachers.
-Health workers. -Police and protection officers.

Step4 : Strategy * Breakthrough decided to use a mix of traditional media tools for the dissemination. * Selecting the appropriate media partner to go to mainstream to the public. * O&M which is responsible for all the creative work of the campaign. * Blogosphere was used the blog in as interactive and dynamic space, where users comment and share their experiences. Step5 : Tactic and Event * The dissemination strategy for Bell Bajao was determined after examining media viewership. * To be broadcast on news channel, sports channels, general entertainment channels. Step6 : Calendar and Timetable * 2 year campaign
Step7 : Budget of the Program * O&M designed the ad campaign as a pro bono contribution. * The Ministry of Women and Child Development (MWCD). * The government of India made investments allowing Bell Bajao ads to broadcast widely on prime time national channels. Step8 : Evaluation * Bell Bajao has reached more than 130 million people and has become part of mainstream conversation in India. * Increased knowledge and changed individual and community attitude towards domestic violence. * Radio and print advertising were most effective in certain areas, but did not achieve the wide reach and recall of television. Therefore, this communication campaign has changed India’s society and get more safety in their family that they are doing something violent. This campaign may help you to reduce domestic violence. Breakthrough organization has increased knowledge and awareness of what constitutes domestic violence. In my opinion, I think these steps are useful for my campaign. All of these steps can be a guideline that shows me how to think and plan the campaign step by step. Moreover, it also helps me to avoid the mistake while I am working on my campaign. For each steps, it shows me that what should I do and how to deal with it properly. However, following these steps I think I am going to work on my campaign in the right way and it might change some attitudes of mine more or less.