Date: 30 June 2010
Projects addressing violence against women and its intersection with HIV from South Asia won global recognition at the prestigious Cannes Lions International Advertising Festival and the U.K. One World Media Special Awards recently. Breakthrough and Equal Access, the two organizations spearheading the activities, are grantees of the UN Trust Fund to End Violence against Women, which is managed by the United Nations Development Fund for Women (UNIFEM) on behalf of the UN system.
Breakthrough’s Bell Bajao (“Ring the Bell”) campaign against domestic violence, which is seen all over India, bagged the prestigious Silver Lion in the Film Category at the Cannes Lions International Advertising Festival. Considered to be the world’s most prestigious international advertising awards, more than 22,500 entries from all over the world were showcased and judged at the festival. The national campaign Bell Bajao, was launched in 2008, and uses the power of pop culture, media and community mobilization for outreach across India. The films are based on real-life stories of people who joined the fight to end violence against women. Having reached more than 130 million people, the campaign not only creates awareness on the issue of domestic violence but also mobilizes public participation to take action against it. The films were created pro bono by the advertising agency Ogilvy & Mather in Mumbai.
Another UN Trust Fund grantee, the international non-profit Equal Access, won the Special Award at the U.K. One World Media Awards in London, for their Nepal-based programme. The One World Media Awards is one of the foremost awards for media and recognizes the most outstanding media coverage from the developing world, particularly in raising awareness of important development issues. The award was given to Equal Access for their programme “Voices,” which includes an innovative Nepalese radio show, Samajhdari (“Mutual Understanding”). With more than one million listeners and combined with community outreach initiatives, the show enables women to organize around their rights in relation to HIV/AIDS and gender-based violence.
Breakthrough and Equal Access are implementing projects as part of a cutting-edge learning initiative designed by the UN Trust Fund to End Violence against Women in partnership with Johnson and Johnson, to determine effective practices to address the intersection between HIV and violence against women.
The UN Trust Fund to End Violence against Women is the only multilateral grant-making mechanism exclusively devoted to supporting local and national efforts to end violence against women and girls. Since 1997, the Fund has distributed more than US$50 million to 304 initiatives in 121 countries and territories, supporting the implementation of existing laws, policies and programmes that address violence against women and girls.