Breakthrough is an innovative, high-impact international human rights organisation using the power of popular culture, media, and education to transform public attitudes and promote values of equality, justice, and dignity around the world. It serves as a new breed of global non-profit groups using entertainment, media, pop culture to create global social change.

 

How We Breakthrough…

 

Themes of focus include: issues like violence against women, HIV/AIDS, immigration policy, youth and community leadership and human rights education. 

Breakthrough works through affiliate offices in India and the United States.

Our Achievements

• Mann Ke Manjeree (2000) - In 2000, Breakthrough produced the album Mann Ke Manjeere. The album was composed of a collection of popular and folk songs, with a strong emphasis on issues and actions and was sung by Shubha Mudgal. Breakthrough also made an award-winning music videos on domestic violence and HIV AIDS that reached over 100 million households in India and was translated into 6 international languages. We collaborated with: Prasoon Joshi, Shubha Mudgal, Mandira Bedi, Samir Soni, Sujit Sircar, Arjun Chandramohan Bali, Abhijit Chaudhuri, Anupam Kher, Shiney Ahuja and Rahul Bose.
   
• What Kind of a Man are You? (2004) - The multimedia campaign focused on encouraging dialogue on HIV/AIDS among married couples. For the first time in India, through its campaign Breakthrough openly asked men to wear condoms to protect themselves and their loved ones.
   
• Is this Justice?(2007) - This multimedia campaign that brought public attention to the growing incidence of stigma and discrimination faced by Women Living with HIV/AIDS (WLHA)—most of who have been infected by their husbands or male partners. The Campaign won the Radio & TV Advertising Practitioners' Association of India Ltd (RAPA) 2007 award in the category “Best Public Service Film of the Year in all languages”. The ‘Is this justice?’ Auto Driver advertisement won a Bronze, at the 41st Abby Awards at the Goafest. The campaign had extremely high recall amongst the masses (as high as Coke, Pepsi). We collaborated with: Piyush Pandey, Bauddhayan Mukerji.

The Bell Bajao Campaign

Our latest multimedia campaign 'Bell Bajao' seeks to break the mould and address the issue of domestic abuse. Bell Bajao is an awareness and intervention campaign against domestic abuse. The campaign has been created pro bono by Ogilvy & Mather. It seeks to engage men as direct partners ready to 'ring the bell', and intervene in situations of abuse - a new venture within the Indian context. Like every other Breakthrough campaign, Bell Bajao uses media, education and pop culture to reach out and cause change in the zeitgeist. Read more