In Uzbekistan, the share of young women not in employment, education, or training (NEET) reaches 42%, compared to only 8.8% of men (World Bank, 2022). This stark inequality reflects deep-rooted social expectations: most young women are expected to marry early, step away from education or career opportunities, and dedicate themselves to the role of wife and mother. As a result, countless young women are deprived of the chance for self-realization, personal growth, and economic independence. The problem is not just individual but systemic — society restricts women’s potential before they even have the opportunity to explore it.
Problem
The challenge was to confront deep-seated stereotypes that told generations of Uzbek women that certain paths were “not for them.” From sports and science to art and entrepreneurship, women who dared to dream were often discouraged or invisible. For many young women, role models simply did not exist, and self-realization felt unattainable. The task was to break through this silence, bring forgotten stories of pioneers to light, and show a new generation that women, too, can be the first.
Solution
Kotex, with its global “SHE CAN” philosophy, wanted to change that. Together with Diyora Keldiyorova — the first Olympic champion in a traditionally male sport and a modern role model — the brand launched “Birinchilar” (“The Firsts”). For the first time, stories of pioneering Uzbek women were told in digital films: the first ballerina, the first archaeologist, the first train driver, the first entrepreneur. Their voices revealed struggles and triumphs in a society that once said, “This is not for women.”
Result
The campaign reached over 11 million people, generated more than 15 million views and 23,000 shares — proving that now every young woman in Uzbekistan knows: she can. in russian
