Television

Bell Bajao ("Ring the Bell") is an award-winning domestic violence prevention campaign launched in 2008 by Breakthrough with support from UN Women and India's Ministry of Women and Child Development. The campaign empowers bystanders—especially men and boys—to interrupt domestic violence by simply ringing the doorbell. Mass media (PSAs by Ogilvy & Mather, Bollywood ambassador Boman Irani) reached 130 million people; mobile video vans engaged 7.5+ million across Karnataka, Maharashtra, and Uttar Pradesh. The Rights Advocates Program trained 75,000+ youth on human rights and GBV. Results: 49% increase in awareness of Domestic Violence Act; belief that abused wife should remain silent dropped from 15.8% to 5.7%. Won Silver Lion at Cannes 2010. Expanded globally as "Ring The Bell" with UN Secretary-General Ban Ki-moon as inaugural champion.

The world's largest peacebuilding organization using media and communications to prevent violent extremism. Since 1982, SFCG has used TV dramas, radio soap operas, and digital campaigns to transform conflict across 30+ countries. Signature programs include Studio Ijambo (Burundi, credited with helping avert genocide through Hutu-Tutsi dialogue) and The Team (soccer drama series promoting peace). Their 'Common Ground Approach' builds bridges across divides through collaborative storytelling and community-led counternarratives to extremism.

Soul City is South Africa's pioneering edutainment initiative using prime-time TV and radio dramas to address gender-based violence since the 1990s. The fourth series focused on domestic violence, reaching 86% of audiences via TV, 65% via radio, and 25% via print. Evaluation found: 41% became aware of GBV helpline; 10% increase in disagreement that domestic violence is private; 22% shift in social norm perceptions. The program strongly associated with successful implementation of South Africa's Domestic Violence Act. Soul City is reviving as "Shayi'ndlela" (Turn the Tide) in 2026, funded by UK FCDO, specifically addressing intimate partner violence. The approach has reached 80%+ of South Africa's population including marginalized rural communities, adapting content across all official languages.

The largest early childhood development initiative in humanitarian history, combining localized Arabic 'Sesame Street' content with direct services including preschool, parenting sessions, and home visits. Features Muppet characters designed to help refugee children process trauma and develop social-emotional skills.

Developed through the Bloomberg RS10 project, the WHO toolkit documents lessons from 30+ mass media campaigns across 9 countries addressing speeding, drunk driving, and non-use of helmets, seatbelts, and child restraints. Campaigns from Russia, Brazil, India, China, Turkey, Kenya, Cambodia, Vietnam, and Mexico used TV/radio PSAs highlighting consequences including death, injury, disability, fines, and imprisonment. The toolkit provides evidence-based guidance for designing effective campaigns in low- and middle-income countries where 90% of road traffic fatalities occur.

WHO's global social media campaign combating COVID-19 misinformation through the 'infodemic' response. Leveraging TikTok, Instagram, Twitter, and YouTube, the campaign partnered with influencers and celebrities worldwide to counter false health claims with accurate information. Featured viral dance challenges, myth-busting content, and shareable graphics translated into dozens of languages. The campaign specifically targeted youth populations most active on social media platforms, using humor and pop culture to make health messaging engaging and shareable.

Breakthrough ACTION collaborated with media outlets in Nigeria to create and deliver content aimed at shifting health behaviors related to malaria prevention and treatment. The initiative utilized mass media to promote awareness and encourage positive health practices.

B’more for Healthy Babies, in partnership with the Johns Hopkins Center for Communication Programs, launched a new video to promote safe sleep practices and reduce infant mortality in Baltimore. The video emphasizes community involvement and delivers key safety messages using the ABCDs of infant safety: Alone, Back, Crib, and Don't Smoke.

The Humanly Possible campaign, launched by Gates Foundation with WHO, UNICEF, and Gavi, advocates for global immunization by highlighting that vaccines have saved an estimated 154 million lives over 50 years. The campaign mobilizes funding, engages political leaders, and supports local immunization champions to raise awareness about routine vaccination importance. It addresses stagnating coverage rates and the 14.5 million children who did not receive a single vaccine in 2023.

MTV Shuga is an award-winning edutainment drama series launched in 2009 by MTV Staying Alive Foundation to address HIV/AIDS among African youth. The show uses compelling storylines, trending music, and popular local actors to address HIV prevention, safe sex, teen pregnancy, gender-based violence, and stigma. Research shows viewers are 2x more likely to test for HIV. A dose-response relationship found greater exposure linked to higher odds of knowing HIV status. The series has aired in 40+ African countries and 70+ TV stations globally, with seasons set in Kenya, Nigeria (Shuga Naija), South Africa, and Cote dIvoire (Shuga Babi). Multiplatform approach includes TV, radio, graphic novels, peer education, and community viewing parties with HIV testing services.

Aware Migrants is an awareness campaign launched in 2016 by IOM and the Italian Ministry of Interior to inform potential migrants about the dangers of irregular migration across the Sahara Desert and Mediterranean Sea. The campaigns slogan is Information is Empowerment. It features video testimonials from migrants who experienced perilous journeys, subtitled in English, Italian and Arabic and broadcast in 15 countries. The campaign uses social media (Facebook, YouTube, Instagram, Twitter), radio/TV, community theatre, sports tournaments, cooking events, and photography courses. African artist Rokia Traore wrote the official song Be Aware Brother, Be Aware Sister. Between 2016-2023, the campaign reached 530,000+ people across 11 countries in North and West Africa.

MTV Shuga is a multi-award-winning African television drama series that promotes sexual and reproductive health among youth through compelling storylines about love, relationships, and HIV. Broadcast in 70+ countries, the series features storylines on HIV testing, PrEP, and prevention. Evaluations show viewers are twice as likely to get HIV tested, twice as likely to know about HIV self-testing and PrEP. Male viewers of Shuga 3 were 21% less likely to justify forced sex or wife beating.

African musicians have been instrumental in combating health misinformation during epidemics. During COVID-19, Ugandan artist Bobi Wine released songs to dispel misinformation, inspiring UNESCOs DontGoViral campaign with artists from 40+ African countries creating edutainment content. Musicians have addressed HIV/AIDS and Ebola, collaborating with academics to rebuild trust in health services. A systematic review using the RE-AIM framework found music is an effective but underutilized implementation strategy for health interventions in Africa, improving knowledge, facilitating behavioral change, and promoting mental health. Musics cultural roots and broad appeal make it powerful for reaching diverse age groups. Policy experts call for more research to quantify music-behavior change connections.

Breakthrough ACTION is USAIDs flagship global social and behavior change program, launched in 2017 with a USD 300 million award and expanded with USD 204 million in 2021. Led by Johns Hopkins Center for Communication Programs, it operates in 40+ countries addressing family planning, maternal/child health, malaria, HIV, TB, and COVID-19. The program integrates communication strategies, behavioral economics, and human-centered design to promote healthier behaviors at individual, community, and structural levels.

One Billion Rising is a global campaign founded by Eve Ensler (V-Day movement) using music and dance to end violence against women - referencing the UN statistic that 1 in 3 women will be raped or beaten in their lifetime. The campaigns anthem Break the Chain (written by Tena Clark, choreography by Debbie Allen) has been translated into 15+ languages. A 2020 anthem We Are Rising by social justice artist Taina Asili celebrates collective resistance. Annual events on February 14th involve millions of activists in 200+ countries dancing and demanding systemic change. Impact includes Guatemala classifying pregnancy under 16 as rape, and Bosnia investigating wartime rapes. Dance is seen as disruptive, joyful artistic resistance that helps survivors reclaim their bodies.