APPROACH AND METHODOLOGY
As a leading resource for multimedia tools and integrated community-based sensitization and mobilization activities around human rights issues, Breakthrough will design the Bell Bajao Global Campaign to make critical contributions to reframing the global agenda on gender-based violence. The Bell Bajao Global Campaign will be built on the ongoing successes and lessons learned from the national campaign in India. A cutting-edge website will serve as the virtual platform of Breakthrough's Bell Bajao Global Campaign, providing a live, interactive campaign space with tools and resources for a growing movement to utilize and build upon. Through an expansive network of cross-sector, regional and country specific partnerships, Breakthrough will deliver the messaging and trainings of the Bell Bajao Global Campaign to audiences around the world. Community, cultural, faith, education and civil society leaders and educators will receive resources and trainings to initiate and guide discussions on the issue of violence against women and help develop champions against gender-based violence. To monitor its campaign impact, Breakthrough will continue to harness critical lessons learned from the national campaign in India and develop indicators to measure changes in attitude towards violence against women, increases in reporting on incidence of violence, and proactive interventions in violent situations.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
By systematically and strategically expanding the scope of the Bell Bajao Global Campaign over the next three years, Breakthrough will instill the Bell Bajao message in individuals and institutions so that it becomes part of a new norm. Through this strategic inclusion, the issue of violence against women will be brought out from behind closed doors and openly addressed by society at-large. Breakthrough will use its multimedia expertise to build a cutting-edge, virtual platform to house the Bell Bajao Global Campaign and enable peer-to-peer outreach, uplift Champion voices and encourage advocacy at multiple levels. The user-friendly virtual platform will feature Breakthrough's inspiring content, including PSAs delivered by our celebrity Champions, interactive tools that allow visitors to sign the global pledge to help end violence against women, post their own videos and testimonials, and invite their friends and colleagues to join the effort. The virtual platform will also house our downloadable training modules so that they can be shared offline in larger group settings. Breakthrough's Bell Bajao Global Campaign will also utilize social media to take the message virally around the world. In collaboration with experts in the field, Breakthrough will design universal training modules that can be adapted and translated to different languages and cultural contexts, facilitating the training of trainers and further expanding the network of global champions. The modules will be designed to educate on the issue, address how to change social norms and behaviors related to violence against women and provide mentoring and advocacy skill-building.
Violence against women encompasses all forms of violence that are primarily or exclusively committed against women and girls around the globe. This includes domestic violence, the systemic rape and abuse of women in war, the trafficking of women, and sex selective practices. Building on the success of its 2006 CGI commitment in India, 'Reducing the Twin Pandemics: HIV/AIDS and Gender Based Violence,' Breakthrough will implement global dissemination of evocative video, radio, and print PSAs to challenge young men and boys to take a stand against violence against women in all its forms. Through innovative partnerships and awareness- and skill-building trainings, the Bell Bajao Global Campaign will demonstrate that powerful ideas communicated in creative ways can change cultural norms and behaviors.
Breakthrough is primarily seeking financial resources to enable the digital tools, media push, our new violence against women app, and other elements so essential to making Ring the Bell: One million men. One million promises a success.