Bell Bajao (Hindi for 'ring the bell') is a campaign which urges local residents to take a stand against physical abuse through simple acts. The campaign was launched on August 20, 2008 by Breakthrough in collaboration with the Ministry of Women and Child Development, UNIFEM and the UN Trust Fund. "Bell Bajao!" is a domestic violence awareness campaign. This campaign promoted individual action against domestic violence. The campaign featured award-winning Public Service Announcements, as well as media and training tools. The campaign targets boys and men and calls on them to intervene if they witness domestic violence. A key aspect of the campaign was thinking of men as partners in ending domestic violence, instead of only as violators. The PSAs reached over 130 million people. Like the "Is This Justice?" campaign, this campaign was produced pro bono by the advertising agency Ogilvy and Mather. The global campaign was launched at the Clinton Global Initiative. United Nations Secretary General Mr. Ban Ki Moon joined the campaign as the inaugural global “champion,” and Breakthrough will join forces with his UNiTE to End Violence Against Women campaign as its first global partner.Violence against Women – Every person in this world is entitled to a fundamental set of human rights that allow her or him to live with dignity and self-respect. For too long, women have been regarded as less than human, and therefore, not entitled to these human rights. Breakthrough works to transform attitudes towards women so that they can realize their full potential. One key example is the Breakthrough Mann Ke Manjeere music video that has become a cult classic that speaks to woman’s celebration of self-discovery and the ability to make choices in life.