Description

Problem
 In Uzbek culture, discrimination against daughters is embedded so deeply that even names reflect it: O‘g‘ilxon, O‘giloy, O‘gilbulsin — literally “boy.” Social media, often dominated by entertainment, rarely carries such critical issues.

Task
 To build a digital-first activation that uses the intimacy of social media to challenge patriarchal stereotypes, spark dialogue, and bring men’s voices into gender-equality conversations.

Solution
 The “Open Letters to Daughters” project launched as a series of native posts on Instagram, Facebook, and local media platforms. Each letter was shared in carousel, text, and visual formats, optimized for social feeds. Amplification was driven by influencer cross-posts and earned sharing.

Result (After)
 • Only in two weeks 5M+ organic views across platforms.
• More than 350 media mentions. • Additionally more than 30 public letters from users sparked a nationwide debate about the value of daughters.
 • For the first time, men collectively broke silence and stigma, reshaping the narrative.
 •  The project set an example: love and recognition should start not “someday,” but from a girl’s very first day. 
• The initiative evolved from cultural activation into systemic change:
 • Opening of the Mother’s House — a shelter for pregnant women in crisis.
 • Adoption of a landmark child protection law
 • Launch of a hotline for women at risk.
 • Memorandums with UNFPA and the Religious Committee, embedding the message into institutional and cultural practice.

Roadmap (What’s next)
The project is no longer just a campaign — it is a national program in the making.
 • Annual integration on TV.
 • School curricula and community centers introducing fathers’ role models.
 • Expansion of support services for pregnant women and young mothers.
 • Annual of “Letters to Daughters” as a cultural tradition, bridging generations.

Impact
From silence to public pride.
From a taboo to a cultural movement.
From a campaign to a policy shift.

Credits

Mansurbek Olloyorov - Adviser of President-Director of NASP, Dilfuza Ruzmetova - Head of Public Relations Department, Press Secretary of NASP
Doston Kodirov - Specialist of Public Relations Department of NASP
Sitora Latipova - Leading Specialist of Public Relations Department of NASP