In partnership with the Bill and Melinda Gates Foundation, RTI International and project investigator Linda Squiers worked together to analyze the Gender-based violence (GBV), particularly violence against women and girls (VAWG), that is deeply
rooted in India’s patriarchal social fabric. In addressing GBV and VAWG in India, the Population Foundation of India (PFI) developed a
communication intervention delivered through various digital and social media platforms. The
Bas Ab Bahut Ho Gaya (‘Enough is Enough’) campaign, as it was titled, was designed to engage
youth 15 to 24 years of age, on the issue of GBV and VAWG, with the centerpiece of the
intervention being a series of six short films featuring a range of topics related to GBV and
VAWG. Additionally, three of the six films featured Indian celebrities. The stated goal of this campaign was to positively influence youth knowledge, attitude, and
perceptions related to GBV, particularly VAWG, through sustained digital media interventions
and engagement.