Breakthrough: Bring human rights home - Ringing the bell

This campaign for the Breakthrough initiative aimed to create public participation and social pressure to deter incidents of domestic violence in India by encouraging discussion, debate and partcipation in preventing abuse and emboldening victims to come forward.

Breakthrough: Bring human rights home - Ringing the bell

Ogilvy & Mather

SUMMARY

This campaign did not increase sales for a large brand.

This campaign did not increase profits for a large multi-national either.

This campaign did something far more important.

This campaign helped to make women, specifically silent victims of domestic violence, feel safer.

This campaign showed how a simple action like ‘ringing the door bell’ can create social pressure; and become an effective deterrent against domestic violence.

This campaign reached *124 million people and also got used in/ inspired several successful TV soaps across channels in India accounting...

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