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Domino's makes a breakthrough

By Mandira Nayar

NEW DELHI DEC. 9 .Welcome to the new age with a "gender-friendly" pizza. Moving beyond just olives and cheese "toppings", the popular pizza-chain Domino's has decided to introduce one which offers food for thought. Delivering more than just hot pizzas to their customers, Domino's has joined hands with a non-government organisation, Breakthrough, to distribute Helpline cards with important phone numbers that women in any kind of distress can use.

Involved in creating public awareness and dialogue about human rights and social justice through education, media and popular culture, Breakthrough wants to reach out to the countless women as part of the 16 Days of Activism Against Gender Violence. An initiative that will help target women who prefer to stay silent about these issues, the Helpline cards provide not only numbers of the police, but also list numbers of organisations involved with HIV/AIDS testing along with information about abortion.

"It is great way to fill in the gap and reach out to women who most campaigns on violence would usually leave untouched. This alliance happened quite by accident. While I was waiting for pizza, I told them about these cards. They seemed interested, so we handed them over our cards and they promised to deliver them with their pizza. Domino's is usually associated with "safe'' children's issues and this is the first time that they got involved with a gender issue. We have managed to reach many women we probably won't have been able to reach without their help. It is essential to reach out to newer audiences and we hope to build more alliances like Domino's in the future,'' said director education programmes, Breakthrough, Vidya Shah.

More than just about women, these Helpline cards are an important step towards a safer Delhi, she feels. A sentiment that officials at Domino's seem to agree with. "It is using our distribution network to make a difference. We have always done our bit for social causes. We have a tie-up with CRY and always want to help out if the cause is good. Raising the awareness of women is just another step. We are glad we can contribute to solve problems,'' company sources said.

And while Breakthrough will touch new audiences with information to make changes through Domino's, it also aims to reach out the conventional target group through bookmarks. "We have designed bookmarks in Hindi with the message "Hinsa Ka Mardanagi Se Kya Lena Dena, Asli Mard Aurat Par Haath Nahi Uthate''. We have tied up with two publishers as well and distributed these bookmarks at railway stations and in places like Daryagunj. Besides the Capital, these bookmarks will find their way to Varanasi, Lucknow, Kanpur and Chandigarh,'' stated Ms. Shah.

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