Not only the 8th of March

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 – Медиа Менеджер 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 – Медиа Директор  Agzam Djalalov – account manager  Elvina Kim – Медиа планнер 

BACKGROUND 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.