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Bell Bajao (Ring the Bell) - Bystander Intervention Campaign (India)

India, Asia

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.

Behavior Goal

Empower bystanders to intervene in domestic violence; shift social norm that domestic violence is a "private matter"; increase awareness of legal protections for survivors

Implementers & Partners

  • Breakthrough
  • Ogilvy & Mather (pro bono)

Donors & Sponsors

  • UNIFEM
  • UN Trust Fund
  • Ministry of Women and Child Development (India)

Key Takeaways

  • 1Simple, memorable action (ring the bell) creates bystander intervention norm
  • 2Targeting men and boys as allies, not just perpetrators, expands reach
  • 3Mass media + community mobilization + leadership training = comprehensive approach
  • 4Belief shift from 15.8% to 5.7% shows domestic violence no longer seen as private
  • 5Global expansion (Ring The Bell) demonstrates model transferability

Sources

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