My daughter's name is Boy

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* (*соцсеть запрещена в России, принадлежит Meta, признанной экстремисткой и запрещенной в РФ), Facebook* (*соцсеть запрещена в России, принадлежит Meta, признанной экстремисткой и запрещенной в РФ), 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.