Ignitee Digital bags the digital duties for Breakthrough

The agency will be responsible for creating conversations between Breakthrough and people.

Breakthrough, a global human rights organization, has awarded its digital mandate to Ignitee Digital. It aims to leverage digital media platforms to educate the audience by establishing conversations and building a critical mass of change agents worldwide. It intends to build a Breakthrough Generation, whose bold collective action will leave an impact on the issue of violence against women.

Ignitee will manage the #Selfies4School digital campaign to create a platform through which users can upload selfies and promote the campaign on their social media profiles. The Ignitee team is also responsible for the revamping of the website focusing on how users can join hands and work with Breakthrough. Through this website, it aims to create innovative, relevant multimedia tools and programmes - 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 all people enjoy their human rights.

Breakthrough aims to engage with its followers and registered users, send them relevant invites for events based on their location and other parameters via active presence online and a revamped website. Sonali Khan, vice president and country director, Breakthrough India, says, "The Vodafone Breakthrough Selfies4School campaign is a call to educated, urban men and women to join our efforts to delay the 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."

Says Atul Hegde, CEO, Ignitee, "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, at Ignitee, 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 encourage them to join in the various initiatives."

Launched in 2000 by Indian-American human rights activist and cultural entrepreneur Mallika Dutt, Breakthrough has expanded online to serve as a common platform for women's general well-being, building a support network and advocate for gender equality and women's rights.

Ignitee has previously been associated with cause marketing initiative like Be Brave (Godfrey Phillips India) and NGO like YouWeCan (Yuvraj Singh Foundation). Breakthrough (www.breakthrough.tv) is working to make violence against women and girls unacceptable.

Ignitee Digital Services offers end-to-end solutions for all internet marketing needs. It has an array of clients across sectors - lifestyle, entertainment, corporate, BFSI, travel and tourism.