Effectiveness Study of Domestic Violence Campaign

(Bell Bajao Campaign)

Manipal University

Research project submitted to the Manipal University in partial completion of

III Semester, MBA in Advertising & Marketing Communications

By

Mr. Rajul Dube

Under the guidance of

Mr. Vadiraj

Faculty

DEPARTMENT OF MEDIA AND ENTERTAINMENT

MANIPAL UNIVERSITY

BANGALORE – 560 038

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DECLARATION OF THE STUDENT

I, Rajul Dube hereby declare that the work which is being presented in the project entitled

“Effectiveness Study of Domestic Violence Campaign (Bell Bajao Campaign)” in

fulfilment with the project requirement for MBA in Advertising & Marketing

Communications during the year 2010 - 2011, is an authentic record of my own work

carried out under the supervision of the guide Mr. Vadiraj faculty at Manipal University.

(Rajul Dube)

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CERTIFICATE FROM THE GUIDE / CO-GUIDE

DEPARTMENT OF MEDIA AND ENTERTAINMENT

MANIPAL UNIVERSITY

BANGALORE – 560 038

MANIPAL UNIVERSITY

This is to certify that Rajul Dube has successfully completed his research project entitled

“Effectiveness Study of Domestic Violence Campaign (Bell Bajao Campaign)” assigned

by the university for MBA in Advertising & Marketing Communications during the year

2010 - 2011.

Name : RAJUL DUBE

Register Number : 092517008

Date :

Place :

Signature of the Guide:

(Mr Vadiraj)

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ACKNOWLEDGEMENTS

I owe a great many thanks to a great many people who helped and supported me during the

project work and research.

I extend my deepest thanks to Mr. Vadiraj, the Guide of the project for guiding and correcting

various documents of mine with attention and care. He has taken pain to go through the

project and make necessary correction as and when needed.

Thanks and appreciation to the helpful people at Ministry of Child & Women Development,

DAVP (Directorate of Advertising & Visual Publicity) and various officers of Breakthrough,

for their support. I would also thank my university and my faculty members without whom

this project would have been a distant reality. I also extend my heartfelt thanks to my friends,

well wishers and those who took part in my survey.

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TABLE OF CONTENTS

S.No. Topics Page

No. 1 Introduction 6 - 20

2 Review of literature 21 – 39

3 Conceptual framework 40 – 54

4 Research Methodologies 55 – 60

5 Data Analysis 61 – 72

6 Research Findings & Conclusions 73

7 Bibliography 74 - 75

8 Annexure 76 - 77

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CHAPTER ONE: INTRODUCTION

In the chequered history of mankind one finds that different and disparate cultures, however

distant they may be in time and space have at least one thing in common and that is the

contempt of women. However, the Gandhian era and the decades after independence have

seen tremendous changes in the status and the position of the women in the Indian society.

The constitution of India has laid down as a fundamental right- the equality of the sexes. But

the change from a position of utter degradation of women in the nineteenth century to a

position of equality in the middle of the twentieth century is not a simple case of the progress

of men in the modern era. The position of women in the Indian society has been a very

complicated one. In fact, it could not be an exaggeration to say that the recent changes in the

status of women in India is not a sign of progress but it is really a recapturing of the position

that they held in the early Vedic period.

Yet, the status of women who constitute almost half of the Indian population is not that

encouraging. Gender based violence – including rape, domestic violence, mutilation, murder

and sexual abuse- is a profound health problem for women across the globe. Nonetheless, it is

not considered as a public problem of serious concern.

Gender based violence is clearly based on unequal power relation between men and women.

The status of women in India is not equal to the status of men in terms of access, participation

and reward. It owes this situation to the patriarchal and feudalistic structure of the society.

The issue of gender discrimination manifests itself as violence in the family, community and

society. It takes the form of female foeticide, female infanticide, abuse of the girl child, social

harassment, mental torture, physical violence and cruelty affecting the body and mind of the

women.

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Domestic Violence:

Article 2 of the UN draft Declaration of Violence against women identifies three areas in

which violence commonly takes place. They are a) violence occurring within the family b)

violence occurring in the general community and c) violence perpetrated or condoned by the

state.

Violence occurring within the family, which is referred as Domestic violence, cuts across

lines of race, nationality, language, culture, economics, sexual orientation, physical ability

and religion to affect people from all walks of life. It is the most pervasive form of gender

violence.

Although men are victims of street violence, brawls, homicide and crime, violence directed at

women is a distinctly different phenomenon. Men tend to be attacked and killed by strangers

or casual acquaintances whereas women are most at risk at home from men whom they trust.

Violence against them is often grounded in power imbalances between men and women and

is caused and perpetuated by factors different than violence against men.

Domestic violence though means violence in the family refers to violence against women in

particular, as almost always the victims are women. Domestic violence means physical or

mental assault of women by their male partners. The term wife abuse is also often used to

mean the same. Masculine behaviour-aggression, risk taking, and the consumption of drugs

and alcohol –is often believed to underlie male violence against women. Domestic violence is

not only on the increase, but is also assuming subtler forms every day. Earlier victims of

domestic violence did not lodge complaints, as they feared that such complaints might create

a hostile home environment. Very often, women used to endure the violence towards them in

silence for fear of repercussions.

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Violence is wilful behaviour that is criminal and punishable by law. To define domestic

violence against women, two areas need to be taken into account – physical violence

(violence on the body) and emotional/Psychological violence (Violence on the mind).

The various forms of physical violence are:

Female foeticide and female infanticide.

Incest, connivance, and collusion of family members to selfish, sexual abuse, rape

within marriage.

Physical torture like slapping punching, grabbing, murder.

Overwork, lack of rest, Neglect of health care.

The various forms of psychological/emotional violence are:

Curbing freedom to associate with the natal family, neighbours friends etc.

Curtailment of self-expression.

Promiscuity of the husband, Accusing of unchaste behaviour

Alcoholic and irresponsible husband, Scapegoatism and victim blaming

Money related violence namely persuasion and coercion to get more money from the

women‟s parents, denial of freedom to spend money, refusal to spend money to run

the household.

Physically abused women live under constant fear, threats and humiliation. She is a potential

candidate for personality disorder and psychosomatic problems. Indian women feel the entire

responsibility of preserving the family as her duty; hence she makes all adjustments

unilaterally in her husband‟s home. In spite of the extreme physical and psychological

violence meted out on many women, they do not seek divorce, as they feel their trauma and

that of their children is too great a price to be paid instead. Thus to a great extent she accepts

domestic violence as part of her family life.

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Thanks to legal literacy campaigns, social activists, social work institutions, government

initiatives towards gender sensitization programme for all level of administration and the law

enforcing machinery strengthening of existing legislation regarding violence against women,

etc have made women more confident to register complaints against the atrocities meted out

towards them by the family members.

Domestic Violence Bill 2005:

The cabinet approval of the Protection of Women from Domestic Violence Bill 2005 is the

latest effort in this regard. The current bill has been hanging fire since 2001 and has lapsed

with the fall of the 13th Lok sabha. The Bill was further modified in December 2004. The

present Bill envisages further improvement on the earlier one. The definition of domestic

violence has been extended to include not only actual abuse but also the threat of abuse i.e.,

physical, sexual, verbal, emotional, economic and what is more, it covers single women in a

live-in relationship and women living in joint families- sisters, mothers, widows- often

physically and emotionally abused. Harassment by way of dowry demands to the women or

her relatives would also be covered by this definition

The most empowering clause, however, relates to women‟s right to residence in shared

households. The Bill seeks to protect the rights of a woman to live in her matrimonial home

or shared accommodation, whether or not she holds any title or rights. This right will be

secured by an order passed by a magistrate.

The draft Bill also provides for appointment of protection officers and NGOs to provide

assistance to the victims with regard to medical examination, legal aid, safe shelter, etc. The

relief also includes power of the court to pass protection orders that prevent the abuser from

aiding or committing an act of domestic violence or any other specified act, entering a

workplace, or any other place frequented by the abused, or attempting to communicate with

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the abused, etc. In a patriarchal society where women‟s rights are often denied, the Bill is a

progressive piece of legislation, providing much relief to the victims of domestic violence.

United Nations Trust Fund in Support:

The United Nations Trust Fund in Support of Actions to Eliminate Violence against Women

is a leading multilateral grant-making mechanism supporting national and local efforts of

Governments and non-governmental organizations to end violence against women and girls.

Established in 1996 by the General Assembly in its resolution 50/166, the United Nations

Trust Fund is administered by the United Nations Development Fund for Women (UNIFEM)

on behalf of the United Nations system. By the end of 2009, it had supported 304 initiatives

in 121 countries and territories with more than $50 million.

United Nations Trust Fund grantees use prevention to stop violence from occurring

altogether. Grantees in Brazil, Cambodia, Chile, Egypt, India, Jordan, Lebanon, Rwanda, the

Syrian Arab Republic and Yemen have used prevention strategies that target the roots of

violence by empowering women to claim their rights and by enlisting men and boys in efforts

to change gender norms and make violence unacceptable. In India, the international human

rights organization Breakthrough used mass media to raise awareness, change attitudes and

practices and call for concrete action, with a targeted focus on engaging men and boys.

Attracted Attention:

Domestic violence has attracted the attention of the general public and the judiciary in the

district due to series of unpleasant incidents – the loss of life and threat to life in several parts

of the districts. There were several cases of women who were ill treated, tortured and even

murdered for not meeting the demands of the so called – head of the family. The ultimate

solution lies in awareness building geared through determined community action. For

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preparing an effective action plan, it is imperative that we understand and gain a clear picture

of the major forms of domestic violence prevalent, the factors leading to it, the physical

psychological impact of domestic violence not only on the aggrieved party but also on her

immediate environment consisting of her children and also on the society.

Domestic Violence (Bell Bajao) Campaign in India:

Ministry of child & women development, Government of India in collaboration with New

York based NGO „Breakthrough‟ and WHO launched a 360 degree campaign on domestic

violence in India. The campaign was named “Bell Bajao” which means “Ring the Bell” was

launched on 20 August 2008 and continued till 24 April 2010. It was a multi media call to

action against domestic violence. It used pop culture as a powerful tool in human rights

advocacy. It was a pan-India campaign with target audience being youths and men who can

take step to stop or interrupt domestic violence. Although the campaign was pan-India, the

major target market was Karnataka, Maharashtra & Uttar Pradesh.

The execution body was DAVP (Directorate of Advertising & Visual Publicity), a nodal

advertising agency of Government of India in collaboration with Ogilvy & Mather.

Since being a 360 degree campaign, it had various commercial on TV with the theme

message of bell bajao and youths & men taking stand to stop domestic violence in

neighbourhood. It also had jingles on radio, outdoor hoardings along with various posters,

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flyers & pamphlets. It also had advertisements in various newspapers and magazines

followed by an interactive and dedicated website for any information, assistance and help –

www.bellbajo.org. It also had community pages in social media like Facebook, orkut, twitter

and videos being viral marketed on you tube.

A pro bono agreement with advertising giant Ogilvy and Mather produced the “Bell Bajao”

(“Ring the Bell”) campaign, which won a gold Abby Award at GOAFEST for “best

integrated campaign” in April 2009. In addition, Breakthrough, through a partnership with

the Ministry of Women and Child Development facilitated by UNIFEM, was able to secure

the resources to purchase broadcast time on national television stations. This allowed the

“Bell Bajao” campaign, in just four months‟ time, to reach more than 124 million people in

India with messages on women‟s legal rights.

The „Doodh’ film also bags the only Silver Abby for Film Singles awarded in the category

of Public Service, Appeals and Charity.

Bell Bajao! (Ring the Bell!), which asks men and boys to bring domestic violence to a halt,

has already reached 124 million people.

Bell Bajao is a high profile national campaign using innovative media outreach throughout

India. With the support of the Ministry of Women and Child Development and campaign

ambassador and popular film star Boman Irani, the campaign was launched in August 2008.

Bell Bajao!

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360 DEGREE MEDIA CAMPAIGN:

In all its 360 degree media campaigns, Breakthrough uses innovative tools to engage youth

and create a culture of human rights. Here are a few ways that Breakthrough spreads the Bell

Bajao message throughout the country:

Television, Radio and Press:

Thirty two million people have seen and heard the message of Bell Bajao through

television, radio and press. Television advertisements depict men and boys who hear

domestic violence and take a minute out their everyday lives to intervene and stop the

violence.

Video Vans:

Mobile vans have been on the road for 150 days, traveling 80,000 kilometers across

six districts in Uttar Pradesh, Karnataka and Maharashtra and have exposed 2.7

million people to this burning issue. Innovative and interactive, the van built

audience-participation through games, street theater, audio visual tools and quizzes.

Interactive, dedicated website: Breakthrough‟s ground-breaking blog on

www.bellbajao.org provides a platform – previously nonexistent in India – to

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dialogue about domestic violence. To date, witnesses, victims and advocates have all

had an open space for personal testimony and reflection.

Leadership Training:

Our Rights Advocates program embodies on-the-ground youth and community

leadership training to reaffirm the message of Bell Bajao and help Indian youth

recognize and fight domestic violence in their own communities. The trainings

develop the capacity and life skills of the trainers on a variety of complex like human

rights, gender based violence and reproductive health. In 2008, the program trained

over 100,000 people and aims to double its reach in 2009.

Celebrity involvement:

The actor Boman Irani who is brand ambassador for this campaign weaves in men

into the initiative saying that men can stop domestic violence by becoming sensitized

and involved in the issue.

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Communication Strategy of the campaign:

Bell Bajao uses media, education, and pop culture to urge men in India to take a stand against

domestic violence. Zenobia Pithawala, Group Creative head, O&M, outlines the thought

behind the campaign: "Domestic Violence is a subject where the man is always seen as

the culprit. We wanted men to be our partners supporting the cause. Our campaign was

conceived keeping that in mind. Also we wanted a strong call to action. A call to action that

makes people say, this is all it takes, I can do it..." Messages are being disseminated across

Doordarshan and private television channels, radio channels, newspapers, and the

internet. The campaign website offers access to many of these campaign components, and is

itself an edutainment-style platform designed to involve youth, in particular, in the push to

speak out to stop domestic violence. To familiarise them with the issue, a variety of

informational resources are offered, such as the ideas listed here for why men should care

about domestic violence, and the everyday things they can do to reshape attitudes. In

addition, tools like a blog and interactive games are designed to engage and mobilise

people - especially those who are filled with the zest for change. A message on the site says,

"YOU could be the change that society needs. Explore. Talk. Exchange views with your

peers on the issues of violence, gender sensitivity and changing attitude using these

simple creatively designed educational tools." Amongst these tools are music videos,

interactive group activities, communication tools, and ideas for action. [This venture has

been supported by online partners such as the Viewspaper, Zapak, Contests2Win, Blogworks,

IBIBO, and Foxymoron.]

Travelling video vans toured 6 districts over 150 days to foster on-the-ground

activation, and to build awareness on issues of domestic violence and women's vulnerability

to HIV/AIDS. The van housed all sorts of information on domestic violence, HIV/AIDS, and

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women's right to safe shelter. Games and street plays, performed by Breakthrough's young

Rights Advocates along with partnering non-governmental organisations (NGOs) such as

Men Against Violence and Abuse (MAVA) and the Aurangabad Network of Positive People,

are designed to attract attention, raise awareness, and convince passers-by that "Your

speaking out against domestic violence will give a voice to one out of every three women

who face domestic violence behind closed doors."

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Partners:

Ministry of child & women development, GOI

DAVP (Directorate of Advertising & Visual Publicity)

Breakthrough

Towards a new dawn

Oxfam India

UNIFEM (United Nations Trust Fund in Support of Actions to Eliminate Violence

Against Women)

Empower

Ogilvy & Mather India

ICRW (International Centre for research on women)

UPNP

FPA India

Red FM (93.5)

Swarathma

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Significance of the project:

The area of the study is to understand the effective impact of public service advertisements

on the society. The study will also help in understanding substantial changes in the overall

development and behavioural changes of the people in the society through ad- campaigns of

the various ministries (client) in the country.

Hence the main aim of the project is study public service campaigns (Domestic Violence –

Bell Bajao Campaign) media used and effectiveness (in terms of behavioural shift), what

concerned people perceive of such advertisements and recommendations that can be

inculcated in future campaigns for even more better impact.

This project will be useful for the following:

Ministries: This project will help in understanding the relevance of public service campaigns

followed by the change in attitudes it can bring in the society to make country a better place

to live. Ministries will get a study of how people perceive, behave and act on being exposed

to such campaigns. Moreover how such campaign helps in bringing a behavioural shift and

what all strategies to be involved in further campaigns. This will also help in better budget

allocations for such campaigns.

DAVP (Directorate of Advertising & Visual Publicity): This project will help in

understanding the consumer behaviour towards which such campaigns are directed. This

project will also help in better media planning and better ways of reaching out to people. This

project will also help in understanding whether the creatives developed are preferred by their

target audience or not.

Students: This project will help those students who are interested in public service

campaigns and studying their evaluation. Also it will help in studying the importance of

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public service campaigns to a society and their effort of bringing a social change through

behavioural shift in people. They will also understand why all public service campaigns are

long and role of government agencies in promoting them.

Hypothesis:

The advertising literature suggests that exposure to specific messages can reinforce people's

existing beliefs and affect their behaviour. In the case of beliefs regarding domestic

violence, evidence suggests that anti-domestic violence advertisements can affect such

beliefs. We predicted that advertisements designed to reinforce the belief that domestic

violence can be stopped would be positively related to viewers & readers.

Objectives of the project:

To understand the overall strategy that goes behind planning such public service

campaigns.

To study the awareness level of this campaign.

To study the behavioural shift ( in terms of appreciation and action)

Limitations of the project:

Behaviour change cannot be achieved through short duration campaigns. Continuous

reinforcement through various mediums may result to certain amount of change in

attitude and practice.

In the context of Bell Bajao Campaign, it is to be noted that only the television spots

ran more than once and for duration of a month or more. The radio spots were only

run once in the beginning and were not repeated later during the entire campaign

period. Similarly the video vans travelled around the intervention districts only once.

The availability of research material online is very limited.

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Compilation of the data collected and deriving the results

Meeting the top level officers for their guidance.

Beneficiary of the project:

This study will help the ministry who have executed to modify & orient their ad

campaigns to make it more effective & communicate better so that the actual

beneficiaries in the society (people/society) can be benefitted in a better and more

effective way.

Ultimately the study will bring out the substantial changes in the overall development

and behavioural changes of the community/people in the society through better ad

campaigns of these ministries.

The study will be based on the data collection of the focus group, ministry and

execution body. The data will be analysed in the view of the objective of the project

and the conclusions will be drawn to make available to concerned authorities.

“Existing studies have evaluated the results of research demonstration projects; it is not

clear whether similar results could be expected from government-funded state-wide

media campaigns, which tend to target more homogeneous populations, provide less

control over individual exposure, and introduce political factors that influence a

program’s effectiveness”.

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CHAPTER TWO: REVIEW OF LITERATURE

Gender based violence including rape, domestic violence, mutilation, murder; sexual abuse-

is increasing on an alarming rate across the globe. Often this represents a hidden obstacle to

economic and social development. By sapping women‟s energy, undermining their

confidence and compromising their health, gender violence deprives society of women‟s full

participation. Violence against women can be identified in 3 areas:

a) Violence within the Family

b) Violence occurring in the community

c) Violence perpetrated by the state.

Violence within the family refers to violence occurring within the private sphere of the

women‟s life. This include marital rape female genital mutilation, dowry related violence,

battering etc.

Violence occurring in the community includes sexual violence including lurid comments,

staring, stalking and rape at the level of the community, sexual harassment at the workplaces,

forced prostitution and trafficking of women.

Violence perpetrated by the state included verbal or physical abuses in custody, sexual or

physical torture and violence such as rape in situations like armed conflict or against

vulnerable, marginalized refugees or internally displaced women.

As violence against women is increasing, several theories are also on the board to understand

the violence committed by individuals.

Ahuja (1998) and Sharma (1997) highlight a common approach in some of the theories that

focus on individual aggressors. There are two kinds of explanations focusing on individuals.

One includes psycho-pathological explanations that focus on personality characteristics of

victims and offenders. These theories provide pathological explanation for violent behaviour

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focusing on brain structures chemical imbalances, dietary deficiencies, hormonal factors as

well as evolutionary theories and genetic characteristics to explain violent behaviours. This

model thus links mental illnesses and other intra individual phenomena such as alcoholism

and drug use to violent behaviour.

The socio- psychological model on the other hand argues that violent behaviour can be

understood by careful examination of the external environmental factors that have an impact

on the behaviour of individual leading to stressful situation or family inter-actional patterns.

Feminist analysis of violence has been based on power relations between men and women

that deny women equal access to power and resources thus making them more vulnerable to

violence from men. The cause of this violence can be traced to patriarchy -the ideology that

bestows on men power and authority over all aspects of women‟s lives including her bodies.

Ahuja proposes an integrated model that includes a combination of the above factors to

explain violent behaviours among individuals. The model proposes the influence of four

factors on violent behaviour among individuals. They are:

1. Social norms and social organizations that socialize the individual‟s personal

characteristics;

2. Intrapersonal characteristics of the individual that include his or her relations and

interactions with other individuals and family;

3. Economic and environmental factors that influence the behaviour of individuals.

Heise (1998) proposes a clearer and interrelated ecological framework for understanding

violent behaviour among individuals. This framework includes a range of physical, social,

emotional and psychological factors at the personal community and societal levels. In this

model, the causative factors are represented in the form of four concentric circles. The

innermost circle includes the personal history of the man and the woman who are in the

relationship. For example, this includes factors influencing their personalities such as being

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male, child hood experience of marital violence in their families, childhood experience of

abuse. The second circle represents the micro system factors that influence familial

relationship and include the immediate context within which violence takes place such as

male dominance in the family, control over money and decision making at the household

level by men, low status of women such as daughter –in –law within the family, use of

alcohol, marital conflict situations. The third circle represents the exo-system representing he

social systems and structures at the micro level or community level such as poor socio-

economic status, unemployment, poor social surroundings leading to delinquent behaviour,

lack of access of women to economic and other resources, and lack of support structures

leading to powerlessness. The macro system represents the broader societal norms that serve

to create a favourable environment for the other three factors to act. These include: the

general societal acceptance of power structures that represent dominance, aggression and

control of men over women, of rigid gender roles, of acceptance of inter personal violence.

Ecological Model of factors associated with partner abuse

Society Community

Relationship

Individual

Being male

Witnessing

marital

violence as a

child

Marital

conflict

Male control

of wealth and

decision

making in the

family

Poverty, low

socio-

economic

status,

unemployment

Associating

with

delinquent

Norms granting

men control

over female

behaviour

Acceptance of violence a way

to resolve conflict

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Theories in changing behaviour

Education-Entertainment (Edutainment communication approach for social change):

Key points

For over 30 years entertainment education (E-E) has been a tool for changing health

behaviour

Entertainment-education has encouraged people to live healthier lives.

Entertainment-education dramas can persuade because they show characters that

change their behaviour to improve their lives.

Theories of human behaviour and behaviour change underlie E-E.

Choosing an E-E format depends on audience and budget.

E-E influencing behaviour

Since the 1970s there have been several hundred major entertainment-educations (E-E)

projects to improve health. Most have been TV and radio dramas in developing countries.

Among the earliest with a family planning theme were the TV serial drama Acompañame

(Come Along With Me), broadcast in Mexico in 1977 and 1978, and the radio drama Grains

of Sand in the Sea, which began in 1977 in Indonesia and continues today.

Entertainment-Education Engages Emotions

Entertainment-education engages the emotions as well as the intellect. This helps explain its

power to change behaviour. Entertainment is more than amusement. It can evoke a range of

emotions. An emotional reaction often leads people to think about themselves and their own

attitudes and behaviour. At the same time, E-E presents role models who can show the

audience how to adopt healthy behaviours. Entertainment-education often uses story-telling.

Story-telling may be the oldest form of education. It remains a powerful way to communicate

knowledge and experience. Stories can transmit knowledge that would be difficult to translate

into explicit statements. By portraying situations that audience members might experience,

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stories can show ways of handling the situations. Stories can suggest words and tone of voice,

for example, for couples to talk about family planning, and for young people to refuse

requests for sex.

Social norms govern both group and individual behaviour. Dialogue about the contents of E-

E programming, especially in community groups, can make people reconsider social norms.

This can generate collective self-efficacy and collective action to change traditional practices

such as demand for dowry, child marriage, and tolerance of wife-beating.

The ability of E-E to encourage community dialogue goes beyond conveying information and

messages. It makes the audience participants in the development of their own

communities and empowers them to start the process of social change.

The theory of Diffusion of Innovation also addresses change in social norms. It focuses on

how a critical mass of people must adopt behaviour for it to become the new social norm. E-E

can help to achieve this critical mass when it reaches large audiences. Many audience

members then discuss the programs and the recommended changes among themselves and

with others. E-E also can depict the process of social change itself, presenting characters who

are slow or quick to adopt a new behaviour and characters in between, who are cautious and

need convincing.

Public service announcements (PSAs) or advertising spots are a common and versatile

form of E-E. Generally a few minutes or less in length, they can inform audiences, show a

benefit of behaviour change, correct misinformation, or expose a social ill. For example, the

international nongovernmental organization Breakthrough produces TV and radio spots for a

campaign in India called “Bell Bajao” The campaign is designed to bring social change by

tell people to get up and take stand against domestic violence on women.

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Entertainment-Education Has Impact

E-E has influenced people‟s behaviour concerning family planning, reproductive health, and

HIV prevention. E-E has helped to motivate contraceptive use and visits to maternal and

child health clinics. For HIV prevention, E-E projects have motivated people to have fewer

sex partners, to be tested for HIV, and to adopt a caring attitude toward people with HIV or

AIDS.

Analyses of behaviour change communication (BCC) projects indicate how E-E projects can

influence people. One meta-analysis assessed 39 family planning communication programs in

developing countries conducted between 1986 and 2001 (99). Over half of the programs

included E-E components such as music, theatre, and radio and TV dramas. Among the

indicators of impact, the programs had the strongest effect on knowledge of family planning

methods. They influenced attitudes, including approval of family planning and intention to

use family planning. The programs also influenced behaviour such as communication with

partners and use of family planning.

The Formula for Effective Entertainment-Education

The formula (5E x Q) + (7C x A) summarizes the important elements of entertainment-

education. The 5 Es describe entertainment. Entertainment must: appeal to the emotions,

inspire empathy, provide an example of the recommended behaviour, persuade the audience

that they can carry out the recommended behaviour (self-efficacy), and leave them with a

sense that the new behaviour will enhance their lives. The Q stands for consistently high

quality, which will multiply the impact of the 5 Es. The expression 7C x A represents the

characteristics of the educational content: correct, complete, consistent, compelling, clear,

concise, and culturally appropriate. The A stands for accountability: Project staff must

realize that they are accountable for what happens to people if they follow the advice of the

E-E program.

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Domestic Violence:

Violence against women within the family is a global phenomenon. However, it is complex

and deeply embedded in the Indian context. The most pathetic aspect of disrespect for

human rights is domestic violence. The National Crime Records Bureau has recorded an

increase of 40% in the case of social harassment, and 15.2% in cases of dowry deaths. The

steady decline in the sex ratio noted for over a century in India from 972 females for

1000males in the population in 1901 to 927 females in 1991 and the prevalence of female

foeticide in at least ten states of India are critical indicators of the issue of violence against

women. Female foeticide and female infanticide are basically a Socio-cultural problem and

not law and order problem alone. UNICEF reports that 40- 50 million women are missing

from Indian population due to foeticide.

A study carried out in a private clinic in Bombay shows that, of the 80,000 abortions done

after the parents determined the sex of the foetus only one was male foetus. Violence

towards women starts from the foetal stage and continues to spread to other parts of

India at an alarming rate. Another study on female infanticide conducted by „Adhiti‟, a

nongovernment organisation in 1995 reports that in Tamil Nadu fresh female babies were

murdered by covering their faces with wet clothes, feeding them poisoned herbal milk etc. 35

Dais in a town called „Kathihar‟ in Bihar testified that each of them killed 3 to 4 babies per

month. Adhiti pointed out that there are at least 5,30,000 Dais in the state. These cold-

blooded murders take place in private hospitals also with connivance of doctors. (Ref.Usha

Rai, Indian Express, dated 03-06-1995). „Economic Times‟ reports that after „Latur‟ incident

there was a rush to the hospital by women to recanalyze the fallopian tubes. This is

consequent to the ultimatum given by some husbands to produce male heirs to replace the

ones lost in the disaster.

28

National Crime report of 1991 reveals that in every 33 minutes one Indian woman is

being abused by her husband. It also reveals that in 1989 one dowry death occurred in

every 125th minute. In 1990, 91, 92 and 93 the figures were 109th, 102nd, 106th and 90th

minute. This shows a great leap in the increase of dowry death. Rapes within marriage, wife

battering, incest, overwork etc. are other areas of gross violence on a woman‟s body. Incest

and forced sexual relationship usually had frozen the child with fear and guilt after the

traumatic experience. Studies have shown that in 70% of the rape cases of children, the rape

is done within the child‟s own home in the absence of parents and that the culprits are close

relatives, friends, neighbours etc.

A woman works inside home in the multiple capacities as mother, cook, tailor, laundry

person, nurse, housekeeper etc. Performing excellently in all the roles is a strenuous task,

which affects her health adversely. India ranks medium risk in terms of women’s health

and reproductive health. India has a reproductive risk index of 39.5 worked out by looking

at several factors including the number of births per women, abortions, policies, anaemia and

other illnesses and maternal deaths. While maternal mortality rate per 100,000 live births

in 1980-1992 is 8 in U.K., the figure is 460 in India. This figure is comparable to the figure

of 400 in U.K in 1928 (UNDP report 1995). 80% of the women are anaemic in India. It needs

special mention that out of the 5 million abortions performed in India 4.5 million is

performed illegally (The Hindu dated 7.1.1996). About 61% of abortions in India are induced

abortions and it is well known that most of them are instances of female foeticide. (The

Hindu dated 02.06.1995).

The threat to the backbone of the society-the girl child- is vivid from the fact that of the

15million girls born every year almost a quarter do not live to see their 15th birthday. (World

Youth 1996 – extends by Ms. Pameela Philipose in Indian Express dated 03.10.1996). Within

the last few decades, a gradual improvement in women‟s status due to women‟s activism in

29

various parts of the world has helped slowly to increase the visibility of domestic violence as

a social problem. Despite this, violence against women within the family/home, until very

recently has received little attention as either a social or public health issue. The

sensitivities and stigma associated with domestic violence, the perception that it is primarily a

judicial and legal issue, and the lack of data on the dimensions of abuse, have hampered

understanding and the development of appropriate interaction (Heise et al. 1994), Research

to address these obstacles has begun to make a difference.

Within the public health literature, epidemiological studies have largely focused on

estimating the prevalence of physical violence. In a 1986 study, nearly 30 percent couples in

the United States reported experiencing at least one violent episode in their marriage (Strauss

and Gelles 1986). In 1990 family planning survey in Kenya, 42 percent of women said their

husbands had beaten them. (Human Rights Watch Global Report) in China, Xu (1997) found

conclusive evidence of wife beating. The Nepal maternal mortality and morbidity study

reported that 4 of 132 maternal deaths were suicides. Almost of 16% of the deaths in

pregnancy were caused by domestic violence according to a community and hospital

based prospective study, India conducted during 1993-1995.

In terms of economic loss due to domestic violence, a Canadian study showed that the total

cost to abused women and to government due to domestic violence was more than $3.2

billion in 1993 (Greaves, Hankisky, and Kingston – Richers 1995).

Women in India are subject to violence not only from husbands but also from members of

both the natal and marital home. Girls and women in India are usually less privileged than

boys in terms of access to material resources. Nevertheless, there are regional and community

variations.

Women in the north have relatively less autonomy than their counter parts in south, and

experience fewer opportunities for control over economic resources (Karve 1965). Although

30

there are some difference in reporting by region-women in the south report fewer beatings

than their counter parts in the north –in depth qualitative studies have found considerable

under reporting in the data (Rao 1997) .Research into the determining factors underlying the

existence of domestic violence remains meagre, but points repeatedly to the lack of women‟s

autonomy as the key. Spouse disparity in educational attainment level or marital age, lack of

autonomy within the home, dowry pressure, child hood abuse, unemployment, alcoholism

and poverty are all linked to high rates of domestic violence in India (Jejeeboy 1998, Ahuja

1987, Mahajan and Madhurima 1995). The role of dowry in the abuse of women adds to

the complexity of domestic violence in India. Despite the dowry prohibition Act of 1961,

research indicates there was a 169.7 percent increase in dowry related deaths from the year

1987 to 1991 and a 37.5 percent increase in acts of cruelty by husband and relatives (National

Crimes Record Bureau 1995).

In India comprehensive household data on the prevalence and costs of domestic violence

were lacking. The multi-site study by the International clinical Epidemiologists Network

(INCLEN) is a pioneering effort to estimate comparable rates of violence within and across

for countries: India, Chile Brazil, Egypt and Philippines. The multi-site household survey

conducted by INCLEN was a part of the 3 year research programme conducted by the

International centre for Research on Women (ICRW) on Domestic violence in India (1997-

2000) in partnership with researchers from a range of Indian academics and activist

organizations.

In India the study by INCLEN was undertaken between 1997 and 1999 at seven diverse

and regional sites: Bhopal, Chennai, Delhi, Lucknow, Nagpur, Thiruvanathapuram and

Vellore. According to this study the overall figure of domestic violence for India are

36.9% physical violence and 35.5% psychological violence, while for Kerala it is 62.3%

and 61.61% respectively.

31

The study tried to determine what women consider to be the precipitating factors for the

violence. Women identified lapses in fulfilling their responsibilities (Cooking, attending to

household, looking after children and in laws) as key factors influencing the occurrence of

violence. These findings reiterate that violence is mechanism for enforcing the gender roles

and expectations within the family. Moreover, mother-in-law too reported these same factors

as precipitating violence in their own marriages. Not in frequently, women attributed violence

due to infidelity or suspicion of infidelity of either of the spouses. Another area of conflict

was dissatisfaction with the dowry.

The same study conducted in Kerala (Thiruvanathapuram) by Dr. Raj Mohan of R-CERTC

and Dr. M.K.C Nair of Child Development Centre, Trivandrum states that overall 45% of

women reported at least one incident of physical violence in their lifetime. Psychological and

physical violence were reported in higher numbers by women who have less social support.

Despite the violence more than 95% of women remained in their marriage. The study also

analyzed that if the gap between husband and wife’s education and employment status

(especially if the women is more educated and better employed than her husband) is

greater, the possibility of Psychological and physical violence is greater. A violent

episode results in an average Rs.2000 of lost wages and health care for their injuries.

Violence against women spans all geographical region, economic strata, education

levels, and age and employment status.

Globally, violence within the home is universal across culture, religion, class, and ethnicity.

Despite this widespread prevalence, however, such violence is not customarily acknowledged

and has remained invisible -- a problem thought unworthy of legal or political attention. The

social construction of the divide between public and private underlies the hidden nature

of domestic violence against women. Legal jurisprudence has historically considered the

domain of the house to be within the control and unquestionable authority of the male head of

32

household. Thus, acts of violence against members of the household, whether wife or child,

were perceived as discipline, essential for maintaining the rule of authority within the family.

In the last two decades, the Indian women‟s movement has contributed to a growing public

awareness of violence against women. Women activists have mobilized and pressed for

significant changes in the criminal code and police procedures in order to address various acts

of violence.

For example, throughout the 1980s, Indian society witnessed numerous protests by

women‟s organizations against dowry deaths, custodial rape, abductions of women, sati (the

burning of a widow on the funeral pyre), amniocentesis used for sex selection of children,

sexual harassment of young girls and women in public places, trafficking, and prostitution.

What is unmistakable about these campaigns is that they often have focused on those acts of

violence that either occurred in or had impact upon the public space. Thus, while the

subordination of women in the private sphere was the implicit theoretical framework for

many of the activists, the public-private divide still continued in practice. State responses to

violence such as passing the 5 amendment 498A to the Dowry Act of 1983 (discussed further

in Nishi Mitra‟s report to follow), establishing All Women Police Stations, or setting up

family counselling cells, marked the beginning of attempts to provide some options outside

the family to women facing domestic violence. However, except for sensational cases, the

insidious everyday violence experienced by huge numbers of women has remained hidden in

the private domain.

In several international conventions, there has now been explicit acknowledgment of the

state‟s responsibility for human rights violations by private actors in both the public and

private spheres. The Vienna Accord of 1993 and the Beijing Platform of 1995 together

crystallized the principle that women‟s rights are human rights. The frameworks that these

conventions established have created a space in which once private issues like domestic

33

violence can be understood as human rights violations of public concern. In this way, human

rights discourse has begun to dissolve the public-private divide and has provided a moral

momentum for direct response by national governments and non-governmental actors. It is

this momentum which informs our research.

Development and Violence:

A parallel shift in the discourse on women in development has sought to move the perception

of women as beneficiaries to active participants in development. This has involved redefining

development to encompass a process that replaces constraints with choices. A factor clearly

responsible for inhibiting the choices of women in development is domestic violence. Abuse

has been observed to impede the public participation of women, undermine their economic

efficiency, cause increased health burdens, and impose a drain on scarce national resources

(Heise et al. 1994). For example, a World Bank study (1993) highlighted the cost of violence

in terms of the health burden, estimating that rape and domestic violence "account for five

percent of the healthy years of life lost to women of reproductive age in demographically

developing countries." An Inter-American Development Bank study (1997) indicated that

domestic violence resulted in a loss of U.S.$1.56 billion in Chile (more than 2 percent of

Chile‟s GDP in 1996), when considering only the loss of women‟s wages. Few studies have

attempted to calculate the entire economic cost including the provision of all services by the

state. But a study in New Wales, Australia, estimated that the overall cost was Aus$1.5

billion a year (NCVAW 1993). This limited evidence suggests that the economic implications

alone are serious enough to warrant special attention to violence as a development priority. A

reciprocal concern is whether and how development efforts can impact violence within the

home. Limited evidence from studies on microcredit lending programs, for example, suggest

that improved household income by women and 6 greater controls over that income by them

reduce the level of violence within the home (Schuler 1998; Kabeer 1998). It is equally

34

possible, however, that development efforts can shift and intensify gender dynamics within

the household and exacerbate incidents of violence.

To determine the impact of development interventions on violence against women requires an

analysis of specific factors and behaviours thought to trigger violence in individual

households (the focus of Leela Visaria‟s study to follow) and the ways in which the gender

dynamics of power within the household as well as the community are affected by

development efforts. Even without unravelling these complex interconnections, it is clear

that violence, and even the threat of violence, is a crucial factor that inhibits women’s

participation in development and is, therefore, a central constraint for realizing their

full potential.

Violence against Women in India: Evidence from Rural Gujarat:

Leela Visaria‟s study on five villages in Kheda district is a preliminary exploration of the

prevalence of domestic violence against women, the correlates of violence, the forms of

abuse and the reasons given for abuse. The findings of the study dramatically underscore the

universality of the experience within the home across age, community, and education. It also

points to several interesting dimensions such as the lower incidence of violence among joint

families, the difference in impact of higher educational status of men compared to that of

women on levels of violence, and the complex linkages between correlates of violence, forms

of abuse, and reasons given for abuse. Her study also indicates some of the possible links

between the gender division of labor within the household and incidents of violence. The

study highlights the lack of options for women in rural communities to address domestic

violence. Yet her analysis makes evident the possible points of entry for intervention

strategies that would strengthen family and community responses. Visaria‟s study provides an

important backdrop to the SNDT University and TISS response studies. These two studies

35

provide a critical look at the ongoing programmatic efforts by both the government and the

non-governmental sectors. Both studies have focused in particular upon the issue of

partnership between civil society and the state, which has emerged as a central element in the

implementation and monitoring of human rights obligations. The range of responses that have

been considered include: 1) judicial and police responses, 2) state welfare policies, 3)

sensitization programs conducted within the community and in specific sectors such as the

judiciary, 4) enabling actions undertaken by the voluntary organizations for economic and

social empowerment of women, and 5) support to the individual woman to fight for rights

and rebuild her life. A critical outcome from both studies is the development of a typology of

this range of responses that is analytically rich and provides a tool to develop criteria for

evaluating effectiveness.

Best Practices among Responses to Domestic Violence in Madhya Pradesh

and Maharashtra:

The second study, by Nishi Mitra of the Tata Institute of Social Sciences (TISS), focuses

specifically on the governmental and non-governmental interventions and responses being

implemented in the states of Maharashtra and Madhya Pradesh. This study undertakes a non-

random, cross-sectional survey of various factors involved in interventions. A qualitative

analysis of purposively selected samples of state and NGO responses was also undertaken.

Counselling oriented towards preserving family inviolability is found to be a predominant

response in the state sector. The non-governmental sector does attempt to extend the range of

11 services provided by offering an array of rehabilitative programs. An issue that Mitra

probes is the extent to which the government interventions are contradictory in nature and in

particular whether the efforts at family counselling undermine legal and judicial responses.

36

Responses to Domestic Violence in Karnataka and Gujarat:

The focus of the SNDT University study by Veena Poonacha and Divya Pandey is on the

interventions and responses being implemented in the states of Gujarat and Karnataka. The

study provides a comprehensive examination of the range of responses through in-depth case

studies of organizations. Some of the factors that are considered critical to the content and

implementation of the responses are: a) the philosophy of the organization with regard to

social change and gender relationships; b) the organizational history; c) decision-making

processes within the organization; d) the organizational structure; e) the quality of services

and f) staff morale. A finding of the study is that the prevailing types of response or

intervention strategies, among both state and non-governmental sectors, are in essence

reactive to individual complaints and are, therefore, short-term in their impact. The study,

however, also points to the emergence of a variety of innovative, grassroots efforts to address

domestic violence more proactively.

According to rapid audience assessment survey (Round-II 2009 – 2010) submitted to

breakthrough, the research component, which has been formulated to give direction to the

mass media campaign strategy, has been conceptualized as a process. The process – keeping

in mind the need for flexibility - has three components:

a) Baseline

b) Monitoring & tracking

c) End line

The Baseline study undertakes a KAP study on Domestic violence and PWDVA 2005

among the target audience of women and men of 15-49 yrs. It comprised of a field survey on

i) KAP based on the indicators developed ii) Media habits and iii) Information sources used

by the audience.

37

Tracking the impact of the designed and implemented IEC strategy, (approximately once

every six months), ensures effective monitoring and proper feedback for strategic flexibility.

Impact on the audience and exposure to the campaign are additionally to be assessed by

means of Rapid Assessment Survey (RAS) and Most Significant stories to be collected from

the field.

The End line study is intended to be an evaluation of the IEC strategy after rounds of

Tracking. It would record the change in KAP of the target audience using the same indicators

that were used for the Baseline. The present report is the second round of the Rapid Appraisal

Survey on the exposure to the campaign and their impact on the audience. The report also

compares RAS Round 1 and 2 on some indicators.

The main aim of the Rapid Assessment Survey (RAS) was to assess the exposure to and the

impact of the campaign on the audience. More specifically the objectives of the rapid

assessment survey are:

To assess the recall and comprehension of television, radio spots, print advertisements

and the video van.

To understand the impact of the campaign on the target audience on their knowledge,

attitude and practices.

The study was carried out in those states where Baseline study was conducted. The

intervention district was selected for Rapid Assessment Survey- Round I. Further specifically

to understand the impact of the video vans, locations in and around places where video vans

travelled were specifically selected for the survey. Both urban and rural locations were visited

for the purpose.

38

State District Urban locations Rural locations

Karnataka Dakshin kanadda Athavara, Manglore

University

Nerallkatte,

Surathkhal,

Madantayaru,

Arisina Mukhi,

Mahalingeshwar

Temple, Sri

Ram Pette, Omarjung

Ullala Bile, Kai

Kamba, Baikampadi,

Katila, Cottyaripet,

Maharashtra Aurangabad Vedant Nagar,

Adarsh Nagar,

Shahganj,

Lature Main Market ,

Gangapur , Samta

Nagar, MIDC &

Vishal Mega Mart,

Nehru

Engineering College,

Uttar Pradesh Lucknow Palika Ganj,

Jahimabad, Kanar,

Kesarbagh,

Hussainganj, Chowk,

Charbagh Colony

Jagat Khera,

Rahimabad,

Malihabad

The Rapid Assessment Survey Round 2 has been re- conducted in three intervention

districts of Karnataka, Maharashtra and Uttar Pradesh. A filter questionnaire was used

to identify eligible respondents in the intervention area. To identify 241 respondents

(79 in Karnataka and 81 each in the other two states) a total of 2044 contacts had to be

made. The survey was intended to take place both in rural in urban areas. However,

with difficulties in finding eligible respondents purposively respondents were

randomly picked up from locations where video vans have moved. The respondents

were equally distributed by sex, were literate and about 50 percent were in the age

group of 26-35.

39

Television spots followed by Video Vans emerged as the major channels of exposure

to campaign on Domestic Violence. The „Doodh‟ has turned out to be the most

favourite TVC, which was also recalled correctly by the respondents. „Alley Cricket‟

was the next best. The „Boman Irani‟ spots were the third best as only quite a few

recalled them.

The most common learning from all the television spots was „stop domestic violence

by interrupting‟ and to make the „abuser realize that someone is watching you‟. The

main concept of „interrupting‟ domestic violence by making any trivial excuse

resonated very well with the audience for the „Doodh „ spot. The spot on „Alley

cricket‟ made the respondents realize that children can also play a major role in

stopping any act of domestic violence.

The Radio spot were not broadcast after round I RAS. Thus the recall was from

whatever the respondents had heard before. The interactive media would have more

outreach than Radio. The same can be commented about the print/ poster. A wall

painting or a hoarding with „Bell Bajao‟ logo on it would definitely have more impact

and a 360 degree reinforcement effect than what the print advertisement had.

The Video Vans, much comprehensive in its design did leave a mark on its audience

till date as the respondents could recall the contents of it in much detail. Besides the

information on „stopping domestic violence‟ the respondents recalled getting

information on the PWDV Act 2005 and prevention and spread of HIV.

The campaign did succeed in informing people about the „action‟ any common person

can take to stop any act of domestic violence and avoid being onlookers. The peer

education and reinforcement through repeated telecast has made people to act as we

do see a rise in people who actually took a step to stop violence in their

neighbourhood. A slight strategic modification in resource distribution and

40

channelizing to a more interactive medium can bring even more awareness among

people and trigger more positive action towards reducing domestic violence.

Role of media unit of Ministry of child and women development & DAVP in

this campaign:

Functions of Media Unit

The Media Unit is engaged in publicity on social issues concerning women and

children to generate awareness in order to change the mindset of the people against

the traditional issues and social evils.

The objective is achieved through media campaign by press advertisements, release of

spots through various TV channels and other means of outdoor publicity.

Various wings of Ministry of I&B, viz. DAVP, Doordarshan, AIR, Directorate of

Field Publicity and Song and Drama Division are associated with the campaign of this

Ministry.

Budget for undertaking media activities

The Media Budget of the Ministry is showing a rising trend during the last few years.

The details of budget estimates viz-a-viz expenditure incurred during last few years is

shown below:

41

Year BE (in Rs. Crore) RE (in Rs. Crore) Actual expenditure

(in Rs. Crore)

2006-07 15.00 15.00 11.74

2007-08 15.00 15.00 14.99

2008-09 48.00 59.75 51.57

2009-10 50.00 - 00.59(till 18.5.2009)

Media Committee

A Media Committee meets in regular interval to decide on the activities to be undertaken

from time to time. At present the Committee is headed by Additional Secretary, MWCD

with representatives at Joint Secretary level from all the Bureaus of the Ministry, Director

(Media), WCD, Director(Finance), WCD, Director (Print Media), DAVP, Director (Audio-

Visual), DAVP, representatives from Doordarshan and AIR.

Details of activities undertaken during the year 2008-09

During the financial year 2008-09 a budget of Rs.59.75 crore (including Rs.5.975 crore for

NER) was allocated for media activities of the Ministry.

Multimedia publicity was given to the issues concerning the Ministry through release of

advertisements in prominent Hindi, English and regional languages newspapers across the

country. Telecast of spots on DD-I (National Network channels) and private TV channels

were also implemented through DAVP.

DAVP (Directorate of Advertising & Visual Publicity)

DAVP is the nodal agency for release of message through TV & Radio spots/jingles/programmes

etc. for Ministries/Departments and organizations of the Govt. of India.

42

The primary objective of empanelment of Channels and fixing their telecast/broadcast rates is to

obtain the widest possible coverage of the intended content or message for the target audience in

a cost effective manner. While releasing such advertisement spots/jingles etc.

DAVP does not take into account the political affiliation or editorial policies of radio/TV

Channels. However, DAVP will not release advertisements to such Channels, which incite or

tend to incite communal passion, preach violence, offend sovereignty and integrity of India or

socially accepted norms of public decency and behaviour.

Since media planning for a campaign would be done on the basis of publicity requirement and

target audience for that campaign, the empanelment of a Channel would not guarantee assured

business. All Central Government publicity releases on private TV/Radio Channels will be

routed through DAVP. However, the ministries/Departments (including semi-Govt.,

autonomous bodies, PSUs etc.) would be free to issue their audio –visual advertisements

through NFDC to the channels empanelled with DAVP but only at DAVP approved rates.

Foreign Channels not approved by Government shall not be empanelled. No advertisement shall

be released to those foreign/Indian Channels where the Government has revoked permission of

unlinking or where Government has banned the Channels.

43

CHAPTER THREE: CONCEPTUAL FRAMEWORK

Domestic violence fundamentally violates human rights. This following is to ensure that

people know and understand that domestic violence is not a private matter, and that abusive

behaviour is unacceptable. It is a critical problem that affects us all - in every community,

work place and in every section of the society across class, education and economic

backgrounds. It is the belief that we can all work together as individuals, institutions,

workplaces, neighbourhoods and communities, to make our environment a safer space for

women.

Domestic Violence

Domestic violence is physical, sexual, psychological or financial violation within the family

or in an intimate relationship. It includes:

Emotional abuse, which includes humiliation, ridicule, verbal abuse, isolation or

restriction of movement

Physical violence

Sexually degrading conduct

Economic deprivation

Harassment due to unlawful dowry demands

Domestic violence a violation of human rights

Domestic violence is a fundamental violation of the human rights to life and liberty, and also

a violation of one‟s sexual rights. Women and men should be able to live lives free of

violence, both sexual and physical. These types of actions should never be tolerated, excused

or justified.

44

Domestic violence a big problem in the community

Domestic violence is a hidden problem in India, as the home is considered a private space

under the control of the male head of the household. Women are seen as traitors by the family

when they report violence. This, along with several other factors, result in domestic violence

being under reported. According to the International Centre for Research on Women

(ICRW)( http://www.icrw.org/) in 1999,four out of ten women in India have experienced

violence at home and 45% of women have suffered at least one incident of physical or

psychological violence in their lifetime.

Domestic violence is faced by

Anyone, regardless of ethnicity, religion, class, age, sexuality or lifestyle can face domestic

violence. Domestic violence can occur in any social and economic context, in affluent and

poor households, in developed and developing countries, literate and illiterate, educated and

uneducated; all types of women are victims. The survivor is related to the abuser through

marriage, blood relationship or live-in relationship.

Responsible for domestic violence

Abusers come from all walks of life. They can be male or female, but the trend indicates that

men are the majority of the perpetrators. The abuser is entirely responsible for his/her

behaviour, and there is no excuse for domestic violence. There are no justifications for

domestic violence, although some studies cite reasons as alcohol, drugs, infidelity, mental

illness, working women, and home incidents such as poor food preparation. Whatever the

“reason”, violence against another person is never justifiable. It is wrong. The only true cause

of domestic violence is the abuser‟s choice to act violently.

45

The victim/survivor is never responsible for the abuser‟s behaviour. Blaming the partner is

something that abusers often do to justify their violent behaviour. This is part of the pattern

and is in itself abusive. Oftentimes physical abuse is accompanied by mental and emotional

abuse, maintaining a dangerous power structure within the home. Women therefore often feel

responsible for the violence and it is important to let them know that the violence is not their

fault.

Why don’t victims of domestic violence leave their situations?

The usual response to battering – “Why doesn‟t she leave?” - ignores economic and social

realities facing many women. Shelters are not common or pervasive throughout India, and

sometimes family, friends and the workplace do not provide supportive networks that we

wish they would or should. Faced with social stigma of failed marriage, societal/traditional

norms to keep the family intact and genuine financial barriers to meet daily expenses, the

woman may feel that she cannot support herself and her children. Moreover, in some

instances, the woman may be increasing the chance of physical harm or even death if she

leaves the abusive partner/spouse. Sometimes the woman also loves her husband and feels

that he may change for good.

Just as important as a change in legislation is the shift in attitudes about the victims and

perpetrators of sexual and domestic violence. There any many misconceptions about sexual

and domestic violence, about the victim as well as the abuser. One of the reasons that women

are more often victims of violence at the hands of their partners involves the complex social

and economic realities that many women face, which in India includes lower literacy and

education, financial independence, and the control that men have over women‟s fate.

46

What is the context of violence against women in India

Breakthrough conducted an in-depth baseline survey before the launch of the Bell Bajao

campaign in India. We found that understanding of domestic violence was limited to dowry

related violence and verbal or physical abuse by family members. The concept of sexual

abuse and economic deprivation is low. In terms of attitude, more than 60% of the surveyed

population mentioned that a husband can beat his wife in case he suspects her of being

unfaithful or does anything without his permission. Overall, we found that the community

was still embarrassed to talk openly about domestic violence and seldom intervened in “other

affairs”.

More broadly, in India the literacy rates among women are low, standing at less than 55%

when compared to male literacy of almost 76% (National Census 2001). Women also find it

more difficult to find employment. Currently, there are 245 million Indian women who

cannot read or write, comprising the world‟s largest number of illiterate women.

When we look at the employment status of women in India, the United Nations Population

Fund (UNFPA) (http://www.unfpa.org/public/) State of World Population 2005 study states

that about 70% of graduated Indian women are unemployed. Genuine financial barriers to

meet daily expenses, economic dependency on one‟s partner make women feel that they

cannot support themselves and/or their children and in turn prevent them from leaving a

violent situation at home. Even employed women face discrimination as only 4% of women

have employment in the formal sector or financially sustainable jobs. Women constitute 90%

of the total marginal workers in the country. Rural women engaged in agriculture form 78%

of all women in other sectors. The traditional gender division of labor ensures that these

women get 30% lower wages than men, on average.* India is also a country where dowry

deaths are reported on a regular basis. The National Crime Records Bureau (NCRB), in its

annual report, “Crime in India: 2006”, also points out that an estimated 7,600 women are

47

killed each year because their in-laws consider their dowries inadequate. A very small

percentage of their murderers are brought to justice. With these considerations, it is easy to

see why it is so difficult to escape a violent situation at home.

Effects of domestic violence on victims

The effects of domestic violence or abuse can be very long-lasting, emotional, physically and

mentally damaging. People who have been abused by a spouse or intimate partner often

suffer from:

Depression, anger and anxiety attacks

Low self-esteem

Lack of trust in others and weak relationships

Sensitivity to rejection and a feeling of abandonment

Chronic health problems, substance abuse, sleeping problems and inability to

work

Physical abuse may result in serious injury or death

Socio-economic costs of violence

The socio-economic costs of violence are also high and include the following:

Direct costs are the value of goods and services used in treating or preventing

violence such as medical, police, criminal justice system, housing, and social services

costs.

Non-monetary costs are the pain and suffering that are a direct result of the violence

and include increased morbidity, increased mortality via homicide and suicide, abuse

of alcohol and drugs and depressive disorders.

48

Economic multiplier effects are the macroeconomic, labor market and

intergenerational productivity impacts, including decreased labor market

participation, reduced productivity on the job, lower earnings, increased absenteeism,

intergenerational productivity impacts via grade repetition and lower education

attainment of children, decreased investment and savings and capital flight.

Social multiplier effects are the impacts on interpersonal relationship and quality of

life including inter-generational transmission of violence, reduced quality of life,

erosion of social capital and reduced participation in democratic process.

How to know if someone is facing domestic violence?

You are facing domestic violence if the answer to any of the follow is yes:

Does your partner:

Hit, punch, slap, choke or shove you?

Destroy personal property?

Prevent you from seeing friends and family?

Insult you in public and/or in private?

Control your finances

Show extreme jealousy or accuse you of infidelity?

Force you to have sex against your will?

How do i recognize that someone is being abused?

Some of the signs you may notice of people who are facing abuse:

Physical: Unexplained injuries, bruises, black eyes, sprains, broken bones or teeth.

In some cases, the bruises may not be visible, as the abuser intentionally hits the

victim on an area that is usually covered by clothes.

49

Emotional: Anxious, upset, depressed, tearful, angry, worried, restless, quiet or

Confused.

Social: Avoiding people, not answering the door or phone, cancelling events, getting

into arguments.

Financial: Overdrawn account, foreclosure, and eviction.

Legal: Frequent court dates, divorce, child custody problems.

Work: Absences, tardiness, sick days, a decrease in work quality, unable to complete

tasks, becoming isolated from co-workers.

How can I help someone who is facing domestic violence?

Being the friend or family member of a battered person is not easy. Yet staying connecting

and speaking out against the abuse can play an important role in the victim‟s eventual

decision to make a change in the situation. Let them know

That you are concerned

That they are not alone

That they don‟t deserve the abuse

That help is available

To break out of the cycle of abuse, women need support that they can turn to. If a

friend or family member does turn to you, the following suggestions may be helpful:

Let the person talk.

Work together to develop a safety plan.

Respect the person‟s right to make decisions.

Share information about available resources.

Stress that the violence is not her fault and that she doesn‟t deserve to be abused.

50

Take action personally against domestic violence when a neighbour, co-worker, friend

or family member is involved – speak out against the abuse, talk to the person you

believe is abusive. If you don‟t, the abuser might think that the abusive behaviour is

acceptable.

Inform the Protection Officer or Service Provider (link to PO list) on the incident of

domestic violence for legal assistance.

What can do to prevent domestic violence?

Don‟t be silent, speak up against the abuse.

Talk to children and promote gender sensitivity among them.

Expand education and awareness efforts to increase positive attitudes toward

nonviolence and encourage individuals to report family violence.

Develop mutual respect and take a pro-right stance.

Advocate for the implementation of the Protection of Women from Domestic

Violence Act 2005 (PWDVA) and judicial procedures at the state and local levels that

support and protect battered women.

Mandate training in domestic violence for all social services and legal professionals.

Support shelters.

Recruit and train volunteers to staff helplines, accompany victims to court, and

provide administrative support to shelters and victim services.

Establish medical protocols to help physicians and other healthcare personnel identify

and help victims of domestic abuse.

Provide legal representation for victims of domestic violence.

Advocate for the accessibility of services for all population groups.

51

What are the legal rights of domestic abuse victims?

In 2005, the government of India passed new legislation on domestic violence called the

Protection of Women from Domestic Violence Act 2005 (PWDVA). It is a civil law aimed at

providing relief to millions of women including wives, mothers, daughters and sisters

affected by violence in their homes.

Through the PWDVA, affected women are entitled to

Protection: The magistrate can pass orders to stop the offender from

o Aiding or committing violence within and outside the home

o Communicating with the woman

o Taking away her assets

o Intimidating her family and those assisting her against the violence

Residence: The woman cannot be evicted from the shared household.

Monetary relief and maintenance: She is entitled to maintenance, including loss of

earnings, medical expenses, and damage to property.

Compensation: She can claim damages for mental and physical injuries.

Custody: The court can grant her temporary custody of children.

Interim order/ex parte order: The court can pass an interim order to prevent

violence before the final order. In the absence of the other party to the dispute, an Ex

Parte order can be passed.

Legal service: Women have the right to free legal services under the Legal Services

Authorities Act, 1987

52

What can men do to stop domestic violence?

Bell Bajao urges men to become partners in ringing the bell and bringing domestic violence

to a halt. Be part of the movement to put a halt to domestic violence by the following these

steps:

Educate yourself: Read articles and books about masculinity, gender inequality, and

the root causes of violence. Read women‟s literature, educate yourself and others

about the connections between larger social forces and the conflicts of individual men

and women.

Be a role model: Set positive examples for other men, especially youth men and

boys. Teach boys that strong men respect women and that violence is unacceptable.

Act as a mentor to a child who lacks and positive male figure in his life.

Challenge other men: One of the most difficult things for men who oppose violence

against women is to learn to challenge other men. Challenge men to drop sexist

language from their vocabulary. Challenge men who talk lightly or joke about

violence against women. Challenge men who engage in violence.

Reflect on your own behaviour: Understand how your own attitudes and action

perpetuate sexism and violence and work toward changing them. If you have been

violent towards a woman, then urgently seek help and support to change abusive

behaviour.

Support change: Support candidates for political office who are committed to the full

social, economic and political equality of women. Fight for funding for outreach

services and women‟s shelters. Organize and participate in groups working to end

domestic violence and sexism.

Listen and learn from the women in your life: Ask a woman who trust you how

violence has affected her life. Ask how they want to be supported and what they think

53

men can do to stop domestic violence. Believe women and support them when they

confide in you about being abused.

Reach out: Reach out to a family where domestic violence is present. Just offering to

listen and acknowledging what is going on helps chip away at the walls that surround

and isolate families living with abuse.

Don’t fund sexism: Don‟t purchase any magazine, rent any video or buy any music

that portrays women in a sexually degrading or violent manner. Protest sexism in the

media.

Confront sexist, racist, homophobic and other oppressive remarks to jokes:

Sexist jokes encourage and support a climate where forms of violence and abuse have

too long been accepted. When your friend tells a joke about rape, say you don‟t find it

funny. Don‟t remain silent.

Use inclusive, non-sexist language: Words are very powerful and sexist language

sends a message that women are less than fully human. When we see women as

inferior, it becomes easier to treat them with less respect and disregard their rights.

Why should men care about domestic violence?

These are some of the reasons:

Because men can stop violence: For domestic violence to stop, men who are violent

must be empowered to make different choices. Every time a man‟s voice joins those

women I speaking out against violence, the world becomes safer for us all.

Because men listen to men: Men are more likely to listen to other men when it

comes to the perpetration of domestic violence. Boys and young men look to their

fathers and mentor for an example and can be taught that strong men respect women.

54

Because domestic violence is NOT a women’s issue: Family violence affects

everyone and stems from sexist attitudes and behaviours. To stop violence, both men

and women must work toward changing cultural norms and holding violators

accountable.

Because violence costs: Domestic violence has huge socio-economic costs at both the

household and community level. Violence causes loss of income, decreased

productivity in the workplace and costs billions of dollars for healthcare, housing and

social and legal services.

Because men work with survivors: Men are an integral part of the community that

supports and interacts with families dealing with violence. They are the majority of

judges, police officers, and doctors who work with families in crisis.

Because men know survivors: They are neighbours, friends, and family members of

women suffering from violence. At some point in most men‟s lives, someone close to

them will ask for help. Men must be prepared to respond with care, compassion and

understanding.

National statistics about rates of domestic violence in India:

Below are some of the staggering statistics about domestic violence incidents in India,

according to the National Family Health Survey (NFHS) (2005-06) (www.nfhsindia.org).

Abuse:

o 37% of women report abuse, with large variations among states

o 34% had been slapped by their husbands

o 15% had their hair pulled or arm twisted by their husbands

o 14% had things thrown at them by husbands

o One in six wives had experienced emotional abuse by husbands

55

o First assault by husbands occurred in less than two years of marriage

o 62% experienced physical or sexual violence

o 32% experienced violence in the first five years of marriage

Attitudes:

o 55% of women think spousal abuse is warranted

o 41% of women thought slapping was warranted by husbands, if in-laws

o were disrespected

o 35% of women thought a beating was warranted by husbands if

o household chores and childcare were neglected

o 51% of 75,000 men surveyed think hitting their wives is acceptable, if inlaws

o were disrespected, with a smaller number thinking that bad

o cooking/refusing sex were also legitimate reasons

Prevalence of physical or sexual violence by state (top 5):

o Bihar – 59%

o Rajasthan – 46%

o Madhya Pradesh – 46%

o Tripura – 40%

o Manipur – 40%

Other:

o 47% of women with no education suffered spousal violence

o 16% of women with secondary or higher education reported abuse

o Only 80% of men and 57% of women have heard of AIDS

o Only 68% of men and 35% of women know that consistent condom use

o can reduce the chances of getting HIV

56

How can you make a difference and bring human rights home?

Ring the bell with us in 2010 - Join the campaign‟s next phase and become an

advocate for this burning issue.

Fire up the online action – our blog has been among the first open space for

testimony and reflection. Support the use of next generation technologies, online and

mobile, to amplify and widen the audiences.

Reach target communities through video vans – our interactive video vans

educated over 2.5 million people. Support increase on the ground activities and the

number of vans on the road.

Build youth leadership – Breakthrough has trained 52,000 peer leaders in 2008. Help

us double this figure in 2010.

Mobilizing youths & communities through leadership:

52,000 community and youth leaders trained by Breakthrough build awareness on women‟s

rights to live a life free of violence. By advocating change in their communities, these leaders

reaffirm the message of Bell Bajao every day. Breakthrough‟s leadership training programme

strives to create a sustainable change process based on a culture of human rights.

Community Based Organizations take ownership

Breakthrough has trained staff of over 100 NGOs and institutions to become community

leaders on issues of human rights, women‟s rights, sexual and reproductive health and HIV

prevention. They now provide support, counselling and other services to women in their

communities.

57

Youth lead grassroots education through video vans

40 highly trained young people travelled with the video vans. They built audience-

participation with the use of innovative and interactive games, street theatre, audiovisual tools

and quizzes. The mobile vans covered 80,000 kilometres in 150 days across six districts in

Uttar Pradesh, Karnataka and Maharashtra and have exposed 2.5 million people to Bell

Bajao!

New website takes campaign on line

Breakthrough‟s groundbreaking blog on www.bellbajao.org provides a platform - previously

nonexistent in India - to dialogue about domestic violence. To date, witnesses, survivors and

advocates have all had an open space for personal testimony and reflection.

58

CHAPTER FOUR: RESEARCH METHODOLOGIES

Data are assignments of values, onto observations of events and objects. They can be

classified by their coding properties and the characteristics of their domains and their ranges.

Data can be classified as either primary or secondary:

Primary Data

Secondary Data

Primary Data:

In-depth understanding of the entire process with respective ministry (MOCWD).

In-depth sessions/discussions with the execution body (DAVP, O&M, Breakthrough)

Questionnaires to sample size of 200 concerned audience and analysis made on same.

Secondary Data:

Books and journals on public service advertising.

Literature review/ research already done as a reference.

Internet, as major source of information, study on what is happening around the

world, related to the topic.

Annual/Monthly reports generated on the progress and development of social

campaigns (e.g. India Communication Update).

Crux of the entire research will help me attaining the desired objectives of the project.

59

Sampling methods adopted:

Questionnaires prepared to analyse and meet objectives.

These questionnaires were conducted on a sample size of 200.

Since the target audience of this campaign was youths and men who can take a stand

against domestic violence, questionnaires were distributed in residential places to

study the effectiveness of this campaign among youths and men.

This questionnaire consists of objective type questions with multiple alternatives.

The main aim of this questionnaire was to study awareness level and behavioural shift

in terms of appreciation and action.

Explanation on Validity and Reliability of Data:

Research Validity:

Validity refers to the degree in which our test or other measuring device is truly measuring

what we intended it to measure. This problem with data gathering represents several concepts

that to the non-researcher may be quite complex. But basically validity boils down to whether

the research is really measuring what it claims to be measuring. For instance, if a marketer is

purchasing a research report from a company claiming to measure how people prefer the

marketer‟s products over competitors‟ products, the marketer should understand how the data

was gathered to help determine if the research really captures the information the way the

research company says it does. In order to establish the content validity of a measuring

instrument, the researcher must identify the overall content to be represented. Items must then

be randomly chosen from this content that will accurately represent the information in all

areas. By using this method the researcher should obtain a group of items which is

representative of the content of the trait or property to be measured. The validity of the

60

research in this project is on the basis of the questions asked in the questionnaire. Validity

refers to whether the questionnaire or survey measures what it intends to measure.

Research Reliability:

Reliability is synonymous with the consistency of a test, survey, observation, or other

measuring device. This relates to whether research results can be applied to a wider group

than those who took part in a study. Reliability is chiefly concerned with making sure the

method of data gathering leads to consistent results. For some types of research this can be

measured by having different researchers follow the same methods to see if results can be

duplicated. If results are similar then it is likely the method of data gathering is reliable.

Assuring research can be replicated and can produce similar results is an important element

of the scientific research method. The validity of a questionnaire relies first and foremost on

reliability. If the questionnaire cannot be shown to be reliable, there is no discussion of

validity. Reliability is an essential pre-requisite for validity. It is possible to have a reliable

measure that is not valid; however a valid measure must also be reliable. Although

unreliability is always present to a certain extent, there will generally be a good deal of

consistency in the results of a quality instrument gathered at different times. The tendency

toward consistency found in repeated measurements is referred to as reliability.

61

CHAPTER FIVE: DATA ANALYSIS

Data analysis of the questionnaire:

The above graph states that out of 200 people, 98% people are aware about the public service

advertisements/campaigns. According to the graph, only 2% people are unaware, which is not

a very big figure. However there should be effort to change the unaware people into being

aware, only then a complete social change or change in attitudes in the people of the country

can be met.

Yes98%

No2%

Q1. Are you aware about the public service advertisements?

62

Out of 200 people, 92% people believe that there is a very strong need of public service

advertisements planned by government. However 8% people that such ads serve no purpose

and there is no need of such campaigns. This belief in public service advertisements is very

crucial to bring any social change in the society. Also this 92% of people possess the power

of motivating and inspiring others too.

Yes92%

No8%

0

20

40

60

80

100

120

140

160

180

200

1 2

Q2. Do you beleive there is a need of such advertisements?

63

Out of 200 people, 100% people are aware about bell bajao (Domestic Violence)

campaign which started in 2008 and ended in April 2010. This shows that public service

advertisements are educating people and informing them about their well-being. However

this is only half battle won. The original struggle is to bring a behavioural shift or some

change in their attitudes towards issues sensitive to the society.

Yes100%

No0%

0

50

100

150

200

250

1 2

Q3. Are you aware about "bell bajao" (Domestic Violence) campaign?

64

The above graph states that Television is the most effective medium through which a

message can reach them. Radio is still in the growing stage. Therefore not much of people

prefer Radio as an effective medium to reach them. If you look at the graph, it shows that

there‟s no difference between radio & outdoor. Print and television being the traditional

medium still remains high in demand and therefore the fastest mediums to reach the target.

Internet is growing at a very fast rate. It stands equivalent to Television and Print though it‟s

a new form of medium

TV59%

Print13% Online

8%

Radio10%

Outdoor10%

0

20

40

60

80

100

120

140

1 2 3 4 5

Q4. Where have you seen the advertisements?

65

The creative recall is maximum for the advertisement broadcasted on TV – Doodh (got

milk – 35%) followed by another TV advertisement – alley cricket. Following this is

another two TVC‟s Boman Irani with bike (8%) and Boman Irani facing camera (17%).

Creative recall for outdoor publicity takes second position to TV – poster (7%) and video

van (9%).

Creative recall for radio has been least with 2% (Dependency).

Doodh (got milk)35%

Alley Cricket22%

Boman Irani with bike8%

Boman Irani facing camera

17%

Restricted mobility0%

Dependency2% Food

0%

Poster7%

Vedio van9%

0

10

20

30

40

50

60

70

80

1 2 3 4 5 6 7 8 9

Q5. Which advertisement you recall the most?

66

Out of 200 people all 100% agree with the content of the advertisement that they have seen on

respective mediums. They are inspired by the creative content showcased and motivated

enough to ring the bell and take their stand against domestic violence. The content says to at

least take a stand on interrupting the abuser.

Yes100%

No0%

Q6. Do you agree with the content of this advertisement?

67

Out of 200 people, 66% discussed with friends/family after watching the advertisement,

16% did nothing, 10% stopped domestic violence in neighbourhood and for 8% it has not

happened yet. But this advertisement has led to discussion and word of mouth.

Discussed with friends/family

66%

Stopped DV in neighbourhood

10%

Did nothing16%

It has not

happend yet8%

Q7. What you did after watching the advertisement?

68

Due to domestic violence, out of 200 people, 90% say yes children do get badly affected,

6% say they somewhat get affected and only 2% says they do not get badly affected.

Domestic violence within family is the major cause of children becoming violent and

aggressive in their behaviour.

Yes90%

No4%

Somewhat6%

0

20

40

60

80

100

120

140

160

180

200

1 2 3

Q8. Do you agree; due to domestic violence children also get badly affected?

69

Domestic violence advertisements on various media have positively motivated almost

82% of the people out of the sample size of 200. That means almost 164 people are

motivated and inspired to stop domestic violence and make society a better place to live.

Yes82%

No18%

Q9. Is this advertisement has motivated you to ring the bell, if need arises?

70

57% of people will speak to both for tackling domestic violence in future, 17% will speak

to aggressor, 14% will speak to survivor, 8% will tell that it is illegal and 4% will call the

police; to tackle domestic violence of any sort in the future.

will apeak to aggresor

17%will speak to

survivor14%will speak to both

57%

tell that this is illegal8%

will call police4%

Q10. How will you tackle domestic violence in future?

71

Irrespective of this campaign, 14% has never raised their voice against domestic violence,

26% - not so much, 38% - no.

22% has tried to do something or the other and raised their voice against domestic

violence.

Yes22%

No38%

Not so much26%

Never14%

Q11. Irrespective of this campaign, have you ever raised your voice against domestic

violence in your neighbourhood?

72

Out of 200 people, 68% of people think that they can stop domestic violence by ringing

the bell or by diverting the abuser. 24% of people think that to some extent they can stop

domestic violence, 6% of people think maybe they can and 2% of people think that they

cannot stop domestic violence by ringing the bell or by diverting the abuser.

Yes68%

No2%

May be6%

To some extent24%

0

20

40

60

80

100

120

140

160

1 2 3 4

Q12. Do you think that we can stop domestic violence by ringing the bell or by diverting the

abuser?

73

CHAPTER SIX: RESEARCH FINDINGS AND CONCLUSIONS

CONCLUSION

The campaign did succeed in informing people about the „action‟ any common person

can take to stop any act of domestic violence and avoid being onlookers.

The peer education and reinforcement through repeated telecast has made people to

act as we do see a rise in people who actually took a step to stop violence in their

neighbourhood.

A slight strategic modification in resource distribution and channelizing to a more

interactive medium can bring even more awareness among people and trigger more

positive action towards reducing domestic violence.

People are aware and there is a behavioural shift and people do go and bell if they

come across DV in their neighbourhood.

74

BIBLIOGRAPHY

Ahuja R. “Crimes against women” Rawat Publication, Jaipur; 1987

Celine Sunny, Domestic Violence against Women in Ernakulum District, Kerala Research

Programme for Local Level Development (KRPLLD) & Research Institute, Rajagiri College

of Social

Dave and Solanki Journey from violence to crime: A study of domestic violence in the city of

Mumbai, Tata Institute of Social Sciences, 2001ciences, Kochi, 2000

Eliamma Vijayan, Gender Based Violence in Kerala- A Report, Sakhi Resource Centre for

Women, Trivandrum, 2001

Heise L.“Violence against women”-An integrated, ecological frame work; 1998.

International Centre for Research on Women (ICRW), Domestic

Violence in India”, Washington, DC; May 2000.

Mahajan A, Madhurima O. “Family Violence and abuse in India.” Deep and Deep

Publications, New Delhi;1989

Ministry of HRD, “Platform for action-violence against women-An assessment”, Dept. of

Women and Child Development, Govt. Of India; 2000.

UNICEF (2000) Domestic Violence against women and girls. Innocenti Digest, No.6

75

UNIFEM,A brief account of violence against women in Kerala In:Support Services to

Counter Violence against women in Kerala: A RespirceDorectory: UNIFEM south Asia

Regional Office, 2000.

World Health Organization: Violence against Women, Report of WHO Consultation from 5th

–7th Feb 1996, Geneva, Switzerland: Women‟s Health and Development Programme 1996.

www.bellbajo.org

UNTF annual donor report 2009

Breakthrough annual report 2008

The art, pop culture and inequalities

Domestic violence in India, ICRW, Washington, 1999

Ministry of child and women development, government of India (website)

DAVP website

Breakthrough website.

Theory for behaviour change.

Edutainment-entertainment

76

ANNEXURE

[Please spare a few moments to answer the questions below, the results of which is strictly meant for academic research

only].

Name: _______________ Gender: _________________

Contact number: _____________ E-mail: _________________

Address: _______________________________________________

Are you aware about the public service advertisements?

Yes

No

Do you believe that there is a need of such advertisements?

Yes

No

Are you aware about “bell bajao” (Domestic Violence) campaign?

Yes

No

Where have you seen the advertisements?

TV

Print

Online

Radio

Outdoor

Which advertisement you recall the most?

Doodh (got milk)

Alley Cricket

Boman Irani with bike

Boman Irani facing camera

Restricted mobility

Dependency

Food

Poster

Video van

Do you agree with the content of this advertisement?

Yes

No

What you did after watching the advertisement?

Discussed with friends/family

Stopped domestic violence in neighbourhood

Did nothing

It has not happened yet

Do you agree; due to domestic violence children also get badly affected?

77

Yes

No

Somewhat

Is this advertisement has motivated you to ring the bell, if the need arises?

Yes

No

How will you tackle domestic violence in future?

Will speak to aggressor

Will speak to survivor

Will speak to both

Tell that this is illegal

Will call police

Irrespective of this campaign, have you ever raised your voice against domestic violence in your

neighbourhood?

Yes

No

Not so much

Never

Do you think that we can stop the domestic violence by ringing the bell or by diverting the abuser?

Yes

No

May be

To some extent

78