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2. 22 about breakthrough Breakthrough is a global human rights organization that uses the power of MEDIA, POP CULTURE, and community mobilization to INSPIRE people to take BOLD action for dignity, equality, and justice. www.breakthrough.tv 2

3. 3 q: how can we engage our communities beyond awareness raising? ✴ Breakthrough’s mission ✴ how we create social change actors ✴ the engagement curve ✴ strategic tools for online & offline engagement (case study: Ring the Bell/Bell Bajao campaign) ✴ what do social change actors look like? 3 agenda-

4. 4 mission: Breakthrough’s mission is to create a world free from violence against women and girls so that all people can live with dignity. 4

5. 5 »first step: changing attitudes and behaviors in a way that makes violence against women UNACCEPTABLE. we do this by: inspiring people to take bold action for change in their own communities and beyond. so: our work is all about inspiring and engaging communities to become SOCIAL CHANGE ACTORS. (note: these social change actors are individuals and institutions) 5 our theory of change

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8. 88 = social change actors

9. 9 what do tools of engagement look like? Case study: Breakthrough’s global Ring the Bell campaign. The campaign engages men and boys to become part of the solution, become social change actors and make VAW unacceptable. 9

10. 10 1. Bell Bajao video: Knock Knock 10

11. 11 2. youth trainings create Breakthrough rights advocates 11 15k young men and women have been trained by Breakthrough. This engagement led to them becoming social change actors in their communities. Natak dekho training in Haryana on sex-selection, dowry, early marriage.

12. 12 3. website

13. Digital Engagement Curve Participation Over Time Level of Engagement 90% “Audience” 9% “Engaged Users” 1% “Evangelists” See Click Like Watch Share Comment Give $ Create own art/campaign Convene Twitter chat Promise (text) Promise (video) ` Promise (RT = Me Too) Blog post Share story Blogger/Twitter meet up

14. 14 what do agents of social change look like? w o m e n m a r c h 14

15. 15 example 1. Rights Advocates 15

16. 16 example 2. men making promises 16

17. 17 example 3. evangelists: influential men making promises

18. 18 example 4. ‘evangelists’ take the campaign and make it their own 18

19. 19 how can we engage our communities beyond awareness raising? ✴ give them tools through which to engage ✴ ease them into engagement ✴ be strategic about your asks ✴ meet them where they already are ✴ measure measure measure 19

20. 20 Thank you! ishita@breakthrough.tv

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