Breakthrough seeks to leverage digital media to educate audiences by establishing meaningful conversations and inspiring change agents worldwide
BestMediaInfo Bureau | Mumbai | September 2, 2014
Breakthrough, a global human rights organisation, has appointed Ignitee Digital as its digital media partner to prevent violence and discrimination against women by transforming the norms and cultures that enable it. Ignitee has been appointed to manage the #Selfies4School digital campaign to create a platform through which users can upload selfies and promote the campaign on their social media profiles.
Through this association, Breakthrough seeks to leverage digital media platforms to educate the audience by establishing meaningful conversations and building a critical mass of change agents worldwide. By building an active presence on social media, through its collaboration with Ignitee, Breakthrough intends to build a Breakthrough Generation – whose bold collective action will deliver irreversible impact on the issue of violence against women.
Launched in 2000 by Indian-American human rights activist and cultural entrepreneur Mallika Dutt, Breakthrough has expanded online with a view to serve as a common platform for women’s general well-being, building a support network and advocating gender equality and women’s rights.
“At Breakthrough, our aim is to make human rights real and relevant to everyone by creating innovative, relevant multimedia and pop culture that bring human rights issues and values into the mainstream. The Vodafone Breakthrough Selfies4School campaign is a call to educated, urban men and women to join our effort to delay the early marriage of girls, till they attain legal age. Even today, one in two brides in India are married before they are 18. Globally too, three million girls are brides by the age of 15. If they were to stay in school, the number of child brides would reduce by half a million. By sending in your selfie to join this campaign, you will not only ensure the resources to support the right to education for girls, but also endorse the courage of these girls to fight against odds like poverty, gender discrimination and child marriage, to realise their dreams,” said Sonali Khan, Vice-President and Country Director, Breakthrough India.
“To lead this transition, Ignitee has been the best choice, as it has worked as an integrated partner with several NGOs and has a deep understanding about their operations and objectives. Ignitee Digital’s integrated service offering that varies from social media optimisation to online reputation management, along with unique creative campaigns, will help establish customer engagement in Breakthrough’s initiatives,” she added.
The Ignitee team is also responsible to revamp the Breakthrough website which will focus on how users can join hands with Breakthrough and work with them. Through this website, Ignitee aims to create innovative, relevant multimedia tools and programs – from short animations to long-term leadership training – that reach individuals and institutions where they are, inspiring and equipping them to build a world in which everyone enjoys their human rights. With an active presence online and a revamped website, Breakthrough will be able to engage with its followers and registered users, send them relevant invites for events based on their location and other parameters.
Atul Hegde, CEO, Ignitee, said, “We are extremely delighted to be associated with Breakthrough and look forward to support the campaigns with Ignitee’s expertise in the digital space. We are looking at building engaging content which will help bring a notable positive difference to the lives of all women and lead to a better society to live in. We will create unique and innovative campaigns reflecting the needs of the users and connect with them on a personal level, by providing useful information to users and encouraging them to join in the various initiatives.”
Ignitee is part of the TO THE NEW group (www.tothenew.com) which is one of Asia's leading digital services groups. Ignitee has previously been associated with cause marketing initiative Be Brave (Godfrey Phillips India) and the NGO YouWeCan (Yuvraj Singh Foundation).