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2010 Annual Report One person has the power To make a difference By opening their eyes and Becoming aware Confronting wrongs and Promoting rights Inspiring others through Action to come together Create a new vision And remind the world that 2010Everyone ANNUAL REPORT should take part. 4 WEST 37TH STREET, 4TH FLOOR NEW YORK, NY 10018, USA T +1.212.868.6500 E-1A FIRST FLOOR, KAILASH COLONY It starts with You. NEW DELHI 110048, INDIA T +91.11.41666101-06 WWW.BREAKTHROUGH.TV Human rights start with you. t One person has the power To make a difference By opening their eyes and Becoming aware Confronting wrongs and 2010 ANNUAL REPORT Promoting rights Inspiring others through action MESSAGE FROM THE PRESIDENT 7 BELL BAJAO 9 SOCIAL MEDIA FOR SOCIAL JUSTICE 11 To come together BREAKTHROUGH RIGHTS ADVOCATES 13 I AM THIS LAND 15 Create a new vision RESTORE FAIRNESS 17 BREAKTHROUGH’S 10TH ANNIVERSARY 19 And remind the world that BREAKTHROUGH’S WORK AROUND THE WORLD 21 Everyone should take part. FINANCIAL REPORT 24 Supporters 25 BOARD, STAFF AND INTERNS 27 GET Involved 30 Human rights start with you. BREAKTHROUGH About Us Breakthrough is a global human rights organization that uses the power of art, media, pop culture, and community mobilization to inspire people to take bold action for dignity, equality and justice. Our Vision A world where all individuals and communities live with dignity, equality, and justice. Our Mission We empower individuals and communities to stand for universal human rights by using multimedia tools that transform hearts and minds. 3 4 Our BREAKTHROUGH Current Focus Working from centers in India and the United States, Breakthrough addresses critical global issues including violence against women, immigrant rights and racial justice, and sexuality and HIV/AIDS. Our Unique Approach Human rights are universal and fundamental. More than a matter of oppression in far-off lands, they are intrinsic to the way we treat one another in our communities, in our families, and in our homes. 5 6 MESSage FROM THE PRESIDENT MESSAGE FROM THE PRESIDENT. Human rights start with you. This and transformation. I’m proud to be simple idea has the potential to helping activate a new generation change the world. We believe of change-makers and helping that human rights begin at home build a culture in which all people and in our smallest worlds: our — including those marginalized by families, our neighborhoods, race, gender, religion, migration, our places of work and worship. or HIV-status — are able to live Working from centers in the United in dignity and realize their full States and India, we continue potential. I’m especially proud to create multimedia tools and to be doing so with such a bold, support community education visionary network of partners and programs designed to realize our supporters. You have helped us vision of human rights for all. We earn — and expand — our spot know that when young people on the front lines of global social MALLIKA DUTT, are offered inspiring, imaginative change. We hope you will continue PRESIDENT & CEO tools for transformation, they with us on this journey. build new bridges and powerful platforms for their own voices, speaking human rights into reality all around them. In cities and villages from Queens to Karnataka, Breakthrough’s ambassadors for human rights are using video and other creative, culturally relevant forms of storytelling to question stereotypes, challenge rigid traditions, and celebrate diversity 7 8 BELL BAJao Ringing the bell on the world stage. Q: What is the successful “In front of my house, there is a campaign by Breakthrough? A: Bell Bajao family that drags the woman by Bell — as seen on Kaun Banega Crorepati, India’s version her hair. They drag her near the of Who Wants to be gas and say ‘burn yourself.’ They a Millionaire don’t give her food. In winters I Baja Breakthrough has brought Bell and men as partners, not just see her without warm clothes. Bajao (Ring the Bell), its largest perpetrators. and most widely lauded campaign, In summers she has no fan. She to the international stage, rallying Over 130 million people have stays locked in a room, like a new global ambassadors to the viewed our award-winning series cause and calling on men and of public service announcements prisoner. After watching the boys worldwide to “ring the bell” (PSAs) showing men and boys to interrupt domestic violence. stepping up and ringing the Bell Bajao ads, we started making United Nations Secretary-General doorbell to interrupt overheard Recipient of the prestigious Ban Ki-moon has joined us as domestic violence. some noise every time we heard Silver Bell Bajao’s inaugural Global violence. The violence used to Lion2010 Champion, and Breakthrough In 2010 alone, our “video vans” award has aligned with his UNiTE to traveled 14,000 miles through cities stop for the time being. Eventually, End Violence Against Women and villages, screening our PSAs CANNES campaign as its first global partner. and using games, street theater, it stopped entirely. I did feel good International Advertising Festival Mallika Dutt, president and CEO and other cutting-edge cultural tools of Breakthrough, announced this to engage in a longer-term, on-the- about helping her. Earlier I used partnership and the organization’s ground process of changing hearts global commitment at the Clinton and minds, thereby transforming to feel helpless around her. Now Global Initiative’s opening plenary brothers, sisters, fathers, and she’s happy, so I am happy. session in September 2010, with mothers into advocates for President Bill Clinton at her side. women’s empowerment. It was like helping my own child. We believe that in order for Bell Bajao’s tools and messages I want to thank Bell Bajao for women, families, communities, have already been adapted by and nations to realize their full individuals and organizations inspiring me to take action.” potential, we must bring domestic around the world, including violence to a halt — everywhere. Canada, Pakistan, and Vietnam; Pramod Tiwari, government worker in India, PARTNERS This goal must live at the top now, community by country by Apeejay Surrendra Group of the public agenda, with men continent, Breakthrough is working interviewed by Breakthrough Rights Reporters Brands at Large as allies in envisioning and to create a global culture in which IMG PR shaping a world that is safe for women are safe in their families Impact Communications all. Breakthrough’s Bell Bajao and limitless in their ambitions. Ogilvy & Mather campaign is on its way to making PagedUp that vision real in India, having www.bellbajao.org Poor Box Productions successfully positioned domestic @Bell_Bajao Red FM violence as everyone’s issue #bellbajao 9 10 SOCIAL MEDIA FOR SOCIAL JUSTICE SOCIAL MEDIA FOR SOCIAL JUSTICE SOCIAL MEDIA FOR SOCIAL JUSTICE. @Bell_Bajao India My partner exited our bldg this AM and saw a man hitting a woman with a belt. He interrupted the guy. No bystanding. @Bell_Bajao Breakthrough has • Najma, an Indian woman living sharing of news and views established itself as a in Abu Dhabi, shared her story about violence against women. of domestic violence with Bell Our retweet rate was a conversation-starter Bajao, requesting resources powerhouse 50%, landing us and thought-leader at for safety and legal recourse. “trendsetter” status on Twitter the nexus of human A call went out across Twitter, and reaching thousands beyond rights values and and help from Bell Bajao our regular followers. current, relevant global followers came swiftly, in the • Breakthrough was prominently culture. Our active, form of messages of support featured alongside major intensive social media and a connection to the Indian corporate brands Tata, Nasscom presence and highly embassy. Five days later, Bell and Nokia in IndiaSocial’s Bajao heard back. “I am thankful April 2010 “Casebook.” India’s engaged, expanding to all of you for [giving] me audience allow us largest social media community, strength and support,” wrote IndiaSocial aims to bring to start and shift key Najma, reporting that she’d together stakeholders in the conversations online successfully followed the various Indian digital eco-system for – and deliver real-life avenues of protection offered. “I engagement, sharing, learning impact. Bell Bajao had sound sleep after months.” and collaboration in a vibrant offers a few of • During The Center for Women’s physical and virtual space. many examples: Global Leadership’s “16 Days • Twitter users regularly describe of Activism Against Gender experiences of ringing the Violence,” Breakthrough created bell and interrupting violence, a trademark online spin-off called and they seek advice via Twitter “16 Days of Tweetism – hashtag on how to respond to public #16DOT — aimed at broad 11 acts of violence. 12 RIGHTS ADVOCATES PARTNERS National First Grade Government College Action at Aid National Government College BREAKTHROUGH Action for Women Empowerment and National Institute of Public Cooperation and Igniting a new generation of Rehabilitation Trust Child Development Adventurers National Institute of Public Cooperation and human rights leaders. Child Development Anisha Yovaka Mandal Nazareth Convent Association for Advocacy and Legal Initiative Nehru Yuva Kendra Association for Social Health in India RIGHTS Breakthrough’s Rights Advocates NIPCCID Azim Premji Foundation program has now helped over Pragatisheel Jan Sagathan Bangalore Medical Service Trust 75,000 people in India realize Prajna Counselling Center Benjanapadavu Pre-University Purvanchal Gramin Seva Sansthan and claim their power to make a Bhagat Phool Singh Mahila Vishwavidyalaya Reddy’s Foundation difference. They have brought that Canara Organization for Development and power to their own communities Peace Roshini Nilaya College and helped effect profound cultural Carmel Convent Girls High School Sadhana Trust change, even among India’s most Child Friendly School Initiative Safe Society ADVOCATES.
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