Description

ACKGROUND

In Uzbekistan women have no time for education. 74% do not continue their education or attend university. No time for job: 38% of husbands forbid their wives from having jobs.
No time for themselves: 80% of the population prefers women to serve their families at home. They are taught to cook...to clean...and to take care of children.

PROBLEM

In Uzbekistan, for men housework is shame – it is UYAT! To pick up a vacuum cleaner is shame, to clean up the table is shame, to wash clothes – is shame it is UYAT!
Even the thought of is – UYAT! But everything changes on March 8th, International Women's Day. Men think they are showing care by giving women appliances as gifts and even doing some household chores themselves.

IDEA

That’s how the concept was created: “Not Only the Eighth of March” in advertising campaign from the Ishonch – home improvement store. Every day, the video raised the question of domestic equality.

RESULTS

And what about the men? They started to react: commenting, posting and re-posting on social networks, recording videos, and finally – doing household chores themselves... Not only the Eighth of March!
The campaign reached more than a half of the country's population – 23 400 000.
Even the Mullah of Tashkent, the country's most influential spiritual authority, said in a sermon that men should share household chores every day, and not only on the 8th of March.

Credits

Denis Eliseev – strategist

Synthesis advertising agency:
Farrukh Sharipov – creative director;
Alina Mirzaeva – client server director (CSD);
Tamila Mirzaeva – art director;
Sergey Gorobtsov – copywriter;
Shirin Yusopova – copywriter;
Timur Aitov – designer;
Yulia Gerasimova – account manager;
Darya Gerasimova – account manager;
Artur Salamov – designer.

Ishonch:
Zamira Rakhmanova – creative director;
Selivanna Sin – creative manager;
Doniyor Soliev - art director;
Dilafruz Yusupova - PR manager;
Madina Nigmatova - innovation manager;
Urmatbek Beishenaliev - marketing director;
Nurbek Abyldaev - brand manager;
Sardor Kuchkarov - trade manager;
Alisher Boykuziev - head of marketing communications department;
Otabek Kholmurodov - media manager.

Production Shoom:
Ivan Proskuryakov – director;
Boris Litovchenko – director of photography (DOP);
Boris Dementyev – 1st Assistant Director;
Abdulaziz Mavlyanov – 1st Assistant Director;
Alexandra Demchenko – general producer;
Ilkham Kerimov – creative producer;
Nigina Mamatkulova – executive producer;
Ilya Vdovenko – cameramen;
Mia Mubinova– production designer;
Helga Geller – production designer;
Temur Hasanhodjaev – prop master;
Akbar Yusupov – sound design.

We Digital Agency:
Sherzod Akhmedov – head of Influence marketing management;
Denis Roman – chief executive officer (CEO);
Feruzkhan Yakubkhodjaev – partner;
Yuliya Tyan – manager in Influence marketing management.

Profsoyuz agency:
Ali Kaxxorov – PR consultant for public and private structures;
Aziza Abdusattarova – manager in Influence marketing management.

MCA
Sergey Firlin – media director;
Agzam Djalalov – account manager;
Elvina Kim – media planner.