Breakthrough is a unique global human rights organization and a recognized pioneer of innovative social change. Working out of centers in the U.S. and India, we create game-changing pop culture and multimedia campaigns - including video games and music videos - that bring human rights issues and values into the mainstream, making them real, relevant, and urgent to individuals and communities worldwide. Our in-depth trainings with young people, government officials, and community groups have ignited new generations of leaders to act for local and global human rights. Our most internationally-lauded program to date, Bell Bajao ("Ring the Bell"), calls on men worldwide to take concret... read more Breakthrough is a unique global human rights organization and a recognized pioneer of innovative social change. Working out of centers in the U.S. and India, we create game-changing pop culture and multimedia campaigns - including video games and music videos - that bring human rights issues and values into the mainstream, making them real, relevant, and urgent to individuals and communities worldwide. Our in-depth trainings with young people, government officials, and community groups have ignited new generations of leaders to act for local and global human rights. Our most internationally-lauded program to date, Bell Bajao ("Ring the Bell"), calls on men worldwide to take concrete action to challenge violence against women and challenges them to take a stand against domestic violence. Together with emerging campaigns challenging early marriage and gender biased sex-selective elimination, our current initiatives seek to build a culture in which women's human rights thrive, enabling us all to be safe in our homes and limitless in our ambitions. Vision: A world where violence and discrimination against women and girls is unacceptable. Where all individuals and communities live with dignity, equality and justice. Mission: Our mission is to prevent violence against women and girls by transforming the norms and cultures that enable it. We carry out this mission by building a critical mass of change agents worldwide-the Breakthrough Generation-whose bold collective action will deliver irreversible impact on the issue of our time. Breakthrough is unique in its strategy - that of combining a sophisticated media campaign with grass-roots community mobilization efforts - to bring issues of human rights to mainstream audiences. Our five-pronged approach seeks to prevent and combat violence against women and effect behavior change by focusing on changing hearts, minds and actions of individuals and other actors to create social change and bring human rights home. For Breakthrough, 'individuals and other actors' could include a corporate entity, a non-governmental organization, state or other community actors, in addition to people who are agents of social change. How we Breakthrough? Breakthrough has a five-pronged approach through which we work towards our vision. These five strategies are highly integrated and should be understood as connected to one another at multiple levels. Breakthrough, in partnership with others, engages large audiences, particularly youth, through the power of attractive, persuasive and cutting edge media, popular culture and arts. We combine this use of media with on the ground and virtual community mobilization. Breakthrough then makes this approach and the lessons learned available to others. By doing this we catalyze broad public engagement, change social norms, and influence the public agenda. Breakthrough's five pronged strategy includes: 1. Create Public Dialogue through media, popular culture and varied forms of cultural expression - Breakthrough makes uses media, arts and culture to transform hearts, minds and actions. This includes the complete range of cultural expression from video to twitter to poetry to street theater. Breakthrough's 360-degree media campaign comprises of television and radio spots, print media, video vans, digital and social media like websites, blogs, facebook and twitter and mobile phones. Pro-bono partnerships with major advertising agencies to develop the campaign and with the government agencies to disseminate campaigns further leverage mainstream resources and create new audiences and stakeholders to support the issue. 2. Leadership Development - Breakthrough combines its mainstream communication and messaging strategy with leadership facilitation. It trains people from varied and diverse backgrounds and communities (such as youth from marginalized backgrounds, local leaders and opinion makers, service providers, staff of government agencies, teachers, health workers) to convey knowledge, share ideas and to reshape individual and community attitudes to VAW. The more intensive work done on the ground brings in new partners and gives depth to the media messages. Breakthrough, through its Rights Advocacy (RA) Training Program strengthens the ability of youth, community leaders and non-profit groups to become effective change agents in their own domains and enable individuals to act as human rights promoters and defenders. 3. Mobilize Communities, both on the ground and virtually - Breakthrough, along with trained Community Based Organizations/ NGOs /Stakeholders / Gatekeepers, undertakes community mobilization against VAW. The rights-based training attempts to change the attitudes and behaviour of the trainee and equip them to mobilize their communities to respect women and prevent and combat violence. Mobilization could include shifting mindsets, building awareness in communities, transforming individuals and other actors into advocates to take action to prevent abuse or demand redress for a violation, or advocating for policy changes to facilitate the promotion of peaceful and just societies. Breakthrough's edutainment tools and media messages are shared by the trained Rights Advocates at various community events and forums. Online community mobilization activities include micro campaigns, blogs, tweets etc, encouraging greater public participation, especially among youth. 4. Catalyze Partnerships across sectors and constituencies - Breakthrough partners with a wide range of individuals, entities and other actors to affect large-scale reach and impact, as well as leverage creative talent and critical thinking. Partnerships are strategic and
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