Description
In Uzbekistan, endurance is not just a character trait. It is a philosophy, a source of national pride, and a pathway to respect in society. From childhood, everyone hears proverbs like: “Endurance and modesty are half of wealth”, “Those who endure will reach their goal”, “Endurance is gold”.
But behind this culture lies a harsh reality: every third woman in the country faces violence. And in response, she hears only one word — chida (“endure”). They humiliate you? Endure. They beat you? Endure. They throw you out? Endure. The word endure became so dominant that the language itself had no negative form for it.
So we created a new word — CHIDAMA (“don’t endure”). We turned it into a cultural symbol and gave it to the country’s most popular musicians — Lola and Konsta. Together, they recorded the song “Chidama”, transforming it into an emotional manifesto for millions of women. Music became the voice that broke the silence. For the first time, women received a word that gave them the right not to endure violence.
The song stormed into the top-3 of the national music charts. The hashtag #CHIDAMA trended on X. Thousands of women recorded videos to the track, sharing their personal stories and, for the first time, using a word that had never existed before.
The project reached more than 20 million people. Leading national media covered the campaign. But most importantly, society received not just a word, but a new strength: the right to stop enduring violence. We gave a word that became the beginning of change: CHIDAMA — don’t endure.
Release date: December 2024
Credits
Agency: Synthesis
Creative Director – Farrukh Sharif
Independent creative director – Denis Eliseev
Independent creative director – Zamira Rakhmanova
Managing Partner, CSD – Alina Mirzaeva
Copywriter – Sergey Gorobtsov
Copywriter – Shohruh Jamoliddinov
Copywriter – Anora Sabirova
Designer – Vlada Idunova
Designer – Javlon Rakhimjanov
Designer – Sabrina Akrami
Account Manager – Anna Kim
Account Manager – Liya Gerasimova
Account Manager – Daria Gerasimova
Account manager – Valeria Shamakova
Editor – Khodjiakbar Lutfullaev
National Agency for Social Protection under the President of the Republic of Uzbekistan
Director – Oloyorov Mansurbek Polvonzoda
First Deputy Director – Shakhnoza Mirziyoyeva
Head of PR & Communications of NASP, Press Secretary – Dilfuza Ruzmetova
Leading Specialist, PR & Communications Department of NASP – Sitora Latipova
Specialist, PR & Communications Department of NASP – Doston Kodirov
Song: Chidama
Artists – Lola & Konsta
Text – Sharifjon Abdullayev
Music – Alinur Rashidov
Production: DBLA
Production Team – Anastasia Li, Dania Kiyaeva
Director – Ivan Proskuryakov
Second Director – Iuliya Polyak-Braginskaya
Director of Photography – Boris Litovchenko
Administrator – Mikael Mkhitaryan
Focus Puller – Pavel Ryzhkov
Steadicam Operator – Ilya Vdovenko
Production Designers – Miya Mubinova, Alexey Kozlov, Yuldosh Yuldashev, Giyoz Kozlov, Ibrokhim Jalilov, Danil Fradov
Stylists – Oksana Klimkina, Anton Filatov, Larisa Tursunova, Madina Rakhimova
Casting Director – Feruza Kamalkhodzhaeva
Make-up Artist – Nigora Fayzieva
Sound Engineer (on set) – Abdurashid Obidov
Storyboard Artist – Alexander Kukushkin
Service Team – Konstantin Gofman, Konstantin Nemenok, Shakhzod Safarov, Timur-Malik Kabiljanov
Editing – Dilshat Chorukov
Color Grading – Viktor Mogilat
Sound Design & Mix – Doniyor Abdullakhanov
Lighting Equipment: Bayram Films
Gaffer – Denis Tabaev
Lighting Technicians – Maks Derecha, Ali Fayzullaev, Islоm Mansurov, Mukhammad Alimov, Khamid Sabirov, Serega Morozov, Lyosha Museev, Akhtam Baltabaev, Misha Minosyan, Davron Lutfullaev, Botir, Abdulaziz Usmanov, Nikolay Morozov, Bakhrom Jalilov