Description

Problem
In Uzbekistan, girls are sometimes given names like O‘g‘ilxon, O‘giloy, O‘gilbulsin - literally meaning “boy.” This naming practice reflects a mindset where daughters are seen as second-best, leading to neglect, violence, and silence.

 Task To create a cost-effective, digital-first activation that reframes this narrative and amplifies men’s voices - fathers and role models - to shift cultural norms.

Solution We launched “Open Letters to Daughters” - a special digital project consisting of heartfelt messages from men, published natively across social platforms. Each letter became a public declaration of support, amplified through influencers’ own channels and earned media

Results

• 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

Credentials:  
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


Dilora Ganieva, UNFPA Programme Specialist on Gender Issues and Social Norms Change

Nazokathon Fayzullaeva, UNFPA Programme Officer for Communications and Advocacy

Guzaliya Nugmankhodjaeva, Communications Assistant