After a long time I came across a campaign, which is pitched so well, that you can connectwith it. The break through initiative connects right at the begining with the tag line Building human rights culture.... seems to have got it right :)
What's best about the campaign is that it does not cringe and plead for your attention. Most of the social campaigns I have see give rise to a sense of helplessness, like watching a tragic horrifying movie which you would rather forget or flip channels . The Bell bajao campaign instead tells us what we can do. The suggestion is simple and their portal http://www.bellbajao.org/ is interactive, lively and definitely not depressing.
