Not only the 8th of March

Agency: Synthesis


Men in Uzbekistan feel ashamed to discuss the distribution of household chores. However, on March 8th, International Women's Day, they are not ashamed to do housework. Using this context, we decided to break this taboo and raise the issue of domestic inequality in the context of March 8th every day. This is the only possible context for men to discuss this topic.

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 clean...and to take care of children.

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.

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.

Men 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.

This professional campaign titled 'Not only the 8th of March' was published in Uzbekistan in February, 2023. It was created for the brand: ISHONCH, by ad agency: Synthesis. This Film and Integrated media campaign is related to the Retail Services industry and contains 2 media assets. It was submitted about 1 year ago by Synthesis: Sharipov Farrukh of Synthesis creative lab.


Advertising Creative Agency: Synthesis Tashkent
Creative Director: Farrukh Sharipov
CSD: Alina Mirzaeva
Account Manager: Yulia Gerasimova
Account Manager: Darya Gerasimova
Art Director: Tamila Mirzaeva
Creative Copywriter: Sergey Gorobtsov
Copywriter: Shirin Yusopova
Designer: Timur Aitov
Designer: Artur Salamov

Independent Creative Director: Denis Eliseev

Client: ISHONCH Appliance store
Head of Marketing and Communications: Alisher Boykuziev
Marketing Director: Urmatbek Beishenaliev
Brand Manager: Nurbek Abyldaev
Creative Director: Zamira Rakhmanova
Creative Manager: Selivanna Sin
Art Director: Doniyor Soliev
PR Manager: Dilafruz Yusupova
Innovation Manager: Madina Nigmatova
Trade Manager: Sardor Kuchkarov
Media Manager: Otabek Kholmurodov

Production Company: SHOOM
Director: Ivan Proskuryakov
DOP: Boris Litovchenko
General Producer: Alexandra Demchenko
Creative Producer: Ilkham Kerimov
1st AD: Boris Dementyev; Abdulaziz Mavlyanov
Executive producer: Nigina Mamatkulova
Cameraman: Ilya Vdovenko
Production Designer: Mia Mubinova; Helga Geller
Prop Master: Temur Hasanhodjaev
Sound Design: Akbar Yusupov

Digital Agency: We Digital
CEO: Denis Roman
Head of Influence Marketing: Sherzod Akhmedov
Manager in Influence Marketing: Yuliya Tyan
Partner: Feruzkhan Yakubkhodjaev

PR Agency: Profsoyuz
PR consultant: Ali Kaxxorov
Manager in Influence Marketing: Aziza Abdusattarova

Media Agency: MCA
Media Director: Sergey Firlin
Account Manager: Agzam Djalalov
Media Planner: Elvina Kim


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