Bell Bajao! — Breakthrough India's Nationwide Bystander Campaign Against Domestic Violence

Launched in 2008 by the Indian NGO Breakthrough, Bell Bajao! ('Ring the Bell') asked men and boys to intervene in domestic violence by doing something as simple as ringing the doorbell to interrupt an assault. The campaign combined television and radio spots, community video screenings and local mobilisers working door-to-door in Maharashtra, Uttar Pradesh and Karnataka.
Baseline, midline and endline surveys, together with a longitudinal panel study by the International Center for Research on Women (ICRW) tracking community advocates, found the campaign reached more than 130 million people and was associated with a 49% rise in awareness of India's 2005 Protection of Women from Domestic Violence Act and a 15% increase in demand for related services in surveyed areas.
Baseline research found only 3% of respondents were initially aware of the 2005 law and 80% believed only family members should intervene in domestic abuse — evidence of the scale of the norm-change challenge the campaign targeted. The campaign wound down as a distinct national push after the early 2010s; Breakthrough has not sustained it at the same scale, and independent, non-Breakthrough-affiliated impact evaluation remains limited.

Read the full analysis: https://intrahealth.org/vital/bell-bajao-ring-bell-campaign-india