BREAKTHROUGH Bell Bajao! Campaign Report based on stories collected for monitoring and evaluation of social change, using the Most Significant Change Technique (MSCT). Compilation and writing: Shikha Aleya March 2012 2 CONTENTS Section Page Bell Bajao! A framework of understanding 3 Monitoring and Evaluation – An overview 8 Most Significant Change Technique (MSCT) 13 Approach to assessment 15 MSCT stories compiled 16 MSCT I 2009 Uttar Pradesh 16 MSCT I 2009 Karnataka 26 MSCT II 2010 Uttar Pradesh 37 MSCT II 2010 Karnataka 53 Key findings across stories 69 Areas of Impact and Change 70 Shifts across MSCT I and MSCT II observed against 79 state specific considerations and findings Trends 82 In conclusion 84 2 3 Bell Bajao! A framework of understanding Bell Bajao! is an evaluated, integrated multi-media, mobilization, training and advocacy campaign to end domestic violence, launched by Breakthrough in the year 2008, implemented across two states of India, Karnataka and Uttar Pradesh. In the three years of the campaign: 240 million people have been exposed to the PSA multi-media component (130 million in the first phase 2008-09 and 110 million in the second phase 2009-10) 7.5 million people reached by the video van media-on-wheels activity Over 25000 youth and community leaders have undergone trainings on DV, Gender, HIV and Human Rights. 76000 and more experienced engagement with BB community rights advocates. The total no. of visits on the Bell Bajao site since the campaign site went live has been approximately 60,000 with an average of 116.5 visits per day and 2 minutes 30 seconds spent on the site, from the (Google) analytics of an average monthly trend. On Facebook, the Bell Bajao cause is 'Liked' by over 3000 people and on Twitter Bell Bajao has over 2000 followers. The success of the campaign has led to a new phase in its evolution, and as of 2011 the campaign goes global as a Clinton Global Initiative (CGI) commitment, with the support of UN Women and in support of the UN Secretary-General’s Campaign UNiTE to End Violence against Women and Girls. Breakthrough, a global human rights organization, uses the power of media, pop culture and community mobilization to inspire people to take action for dignity, equality and justice. In the year 2000, Breakthrough released a music album in India, ‘Mann ke Manjeere’ – An album of Women’s Dreams’, which revolves around a character based on a real woman and her life story, and uses the music video format to present a social message. A hit with the mainstream audience, the album remained one of India’s top ten albums for six months. This proved to be the beginning of a pathbreaking journey into human rights territory and a passionate engagement with social change. In 2005 Breakthrough launched ‘What kind of man are you?’ its first campaign on HIV/AIDS that called on men to use condoms and in 2007 was launched ‘Is this Justice?’ which presented the issues faced by women within the HIV/AIDS context. This was India’s first multimedia campaign to bring attention to the stigma and violence faced by women living with HIV/AIDS (WLHA). As a consequence of the experiential learning from these previous campaigns, Bell Bajao! has been conceived of as a 360 degree campaign, driven by the belief that social change is the key to ending DV (Domestic Violence) and social change may most successfully be brought about through synchronised efforts on two parallel tracks: Seeking to change the individual’s awareness, knowledge, perceptions, attitudes, intentions, engagement capacity and behaviour; Intervening in the social environment within which the individual functions and from which the individual draws values and support. According to1 India’s NFHS 3 (National Family Health Survey 3) of 2005-06 : One-third of women (age 15-49) have experienced physical violence. About 1 in 10 (age 15-49) have experienced sexual violence. 1 http://hetv.org/india/nfhs/nfhs3/NFHS-3-Domestic-Violence.pdf 3 4 Nearly 2 in 5 (37 percent) married women have experienced physical or sexual violence (from the husband). 1 in 4 married women had experienced physical or sexual violence by their husband in the 12 months preceding the NFHS 3 survey. 1 in 10 married women have experienced sexual violence (from the husband). 1 in 6 (16 percent) married women have experienced emotional violence (from the husband). (”Acts of physical violence by the husband against his wife include: pushing, shaking, throwing something at her, slapping, arm twisting, hair pulling, punching, kicking, dragging, beating, trying to choke or burn her on purpose, and threatening her or attacking her with a weapon. Acts of sexual violence by the husband include physically forcing the wife against her will to have sex or perform other sexual acts that she did not want to perform.”) ("Acts of emotional violence by the husband against the wife include: saying or doing something to humiliate her in front of others, threatening to hurt or harm her or someone close to her, or insulting her or making her feel bad about herself.") 16% of ‘never married women’ have experienced physical violence since the age of 15 (generally by a parent, sibling, or teacher). Only 1 in 4 abused women sought help to try to end the violence. 2 out of 3 women never sought help, and never spoke about the violence. Only 2% of abused women ever sought help from the police. 54% women and 51% men think it justifiable for a husband to beat his wife under some circumstances. In a country where more than half the population of women and more than half the population of men believe that a husband can beat his wife under some – under any – circumstances, it is safe to assume that there is a crippling, silent, acceptance of violence against women at the physical, emotional and mental level by individuals, families, communities and the larger macro layers of society. It is within this context that Bell Bajao! campaign interventions unfold; the focus is on connecting with the individual at a level of feelings, attitudes, knowledge and action, as well as on changing systems and social environments through working with communities and across sectors / industries (Government, NGO, Corporate, Media etc.) A critical element identified through research and study is the need to involve men and boys as partners in the fight to end violence against women. Working towards a change in perception and behaviour of men and boys is a campaign entry point across the board, most particularly evident in the PSA component of campaign media and messaging. Breakthrough has evolved an integrated strategy for Bell Bajao! that comprises many layers of intervention. A snapshot look at the key features and the connections between them: Media and messaging – The communication running through the campaign is anchored by a PSA series that calls upon men and boys to take action against DV. The suggested action takes the form of ‘interrupting’ an episode of DV in the neighbour’s home via a simple, consciousness generating, non-violent method that involves ringing the doorbell with an ordinary excuse for one’s presence. (Click here to view a Bell Bajao PSA.) Communication extends further to the creation of resource lists and educational and training toolkits that support IPC (inter-personal communication) interventions such as trainings, workshops and community mobilization events. 4 5 Media vehicles and dissemination methods comprise more than one media mix, designed to address different target audiences where regional and socio-cultural variations are constantly being taken into account to achieve maximum impact. Traditional mass-media including television, radio and print are strongly supported by experimental and new media and technologies. These include a high impact combination media and community mobilization vehicle, literally a vehicle, the video van intervention, where video vans with teams of trained volunteers travel pre- mapped routes across urban and rural districts. The vans are kitted out with displays, A/V equipment, awareness, educational and resource materials on DV for distribution, while van teams and program partners put up mobilization and engagement events that include music, theatre, puppetry, discussions and presentations on DV. (Click here to watch the van in action in Mumbai.) New media and ICT including mobile phone technologies and the internet build and extend the engagement across a different generation and population profile, with blogging, tweeting, social networking and web-surfing adding to the ‘conversations’ that help people break the silence around DV. (Take a look at Bell Bajao’s Facebook page here) (Bell Bajao tweets here) Community mobilization and training – This component of campaign strategy addresses the aspect of changing knowledge, attitudes and practices (KAP) in communities, the socio-cultural environment, implementation of the law (specifically the Protection of Women from Domestic Violence Act 2005) and service delivery. Breakthrough works with population groups including youth, community leaders, women and girls, students, grassroots NGOs and their target populations, government officials and across sectors and industries, thus making DV everybody’s business, ensuring that a common language of rights pervades the conversation and informs the understanding of an expanding circle of diverse populations. The full spectrum of mobilization activities covers local events at the one end, such as rights ‘mela’s (fairs) in rural areas, and at the other end has Page 3 events involving high profile personalities and glamour industries, such as a fashion show and endorsements of the cause by celebrities. (Click to view community mobilization a/v – Koppal Oct 2011) Primarily, three levels of interventions through training and capacity building programs are undertaken: Trainings for the end beneficiaries of the program, including women, marginalized youth, HIV positive people, dalits and other impoverished communities - to enable participants to recognize and improve their access to rights and to create the sense of self-efficacy critical to change.