Description

Problem
Patriarchal stereotypes in Uzbekistan manifest in daughters being named O‘g‘ilxon, O‘giloy, O‘gilbulsin — names that literally mean “boy.” Social media both mirrors and shapes these biases.

Task
To launch a campaign where social media is the primary channel of change, engaging influencers, men, and communities in a dialogue about daughters’ value.

Solution
 “Letters to Daughters” was executed as an SMM-led campaign. Influencers, celebrities, and fathers posted their letters on their own accounts, supported by unified hashtags and branded visuals. Community engagement was encouraged through reposts, comments, and user-generated content

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

Mansurbek Olloyorov - Director of National agency for social protection
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