The New Word

Problem

In Uzbekistan, endurance is more than a personality trait — it is a cultural value. People grow up hearing sayings like “Endurance is gold” and “Those who endure will reach their goal.” From childhood, patience is taught as a virtue. But behind this culture lies a devastating truth: one in three women in the country experiences violence. And in response, they hear the same word again and again — “endure.” They humiliate you? Endure. They beat you? Endure. They throw you out of the house? Endure. The word chida (“endure”) became so deeply rooted in society that the language itself had no way to say the opposite.

Solution

So we created a new word — CHIDAMA (“don’t endure”). Not a slogan. Not a campaign. A word that had never existed before. We turned it into a cultural symbol and gave it to voices the whole country listens to — Lola and Konsta. Together, they recorded the song “Chidama”, transforming it into an emotional manifesto for millions of women. Music became the voice that, for the first time, gave women permission to say: “I will not endure anymore.”

Result

The song instantly entered the country’s top 3 music charts. The hashtag #CHIDAMA trended on Twitter. Thousands of women began creating videos with the track, sharing personal stories and, for the first time, using a word that had never existed before.

The project reached more than 20 million people and was amplified by the country’s leading media. But most importantly, society received more than a new word — it received a new position. CHIDAMA became the word that gave women the right not to endure violence. A word that marked the beginning of change.

Agency:

Synthesis

Creative Director — Farrukh Sharif
Independent Creative Director — Denis Eliseev
Managing Partner, CSD — Alina Mirzaeva
Copywriter — Sergey Gorobtsov
Copywriter — Shohruh Jamoliddinov
Copywriter — Anora Sabirova
Designer — Vlada Idunova
Designer — Javlon Rakhimjanov
Designer — Sabrina Akrami
Account Manager — Anna Kim
Account Manager — Liya Gerasimova
Account Manager — Daria Gerasimova
Account Manager — Valeria Shamakova
Editor — Khodjiakbar Lutfullaev

Client:

National Agency for Social Protection under the President of the Republic of Uzbekistan

Director — Oloyorov Mansurbek Polvonzoda
First Deputy Director — Shakhnoza Mirziyoyeva
Head of PR and Communications Department at NASP, Press Secretary — Dilfuza Ruzmetova
Lead Specialist of the PR and Communications Department at NASP — Sitora Latipova
Specialist of the PR and Communications Department at NASP — Doston Kodirov

Song:

Chidama

Performed by — Lola & Konsta
Lyrics by — Sharifjon Abdullayev
Music by — Alinur Rashidov

Production:

DBLA

Production Team — Anastasia Li, Dania Kiyaeva
Director — Ivan Proskuryakov
Second Assistant Director — Iuliya Polyak-Braginskaya
Director of Photography — Boris Litovchenko
Production Administrator — Mikael Mkhitaryan
Focus Puller — Pavel Ryzhkov
Steadicam Operator — Ilya Vdovenko
Production Designers — Miya Mubinova, Alexey Kozlov, Yuldosh Yuldashev, Giyoz Kozlov, Ibrokhim Jalilov, Danil Fradov
Stylists — Oksana Klimkina, Anton Filatov, Larisa Tursunova, Madina Rakhimova
Casting Director — Feruza Kamalkhodzhaeva
Makeup Artist — Nigora Fayzieva
Location Sound Recordist — Abdurashid Obidov
Storyboard Artist — Alexander Kukushkin
Service Team — Konstantin Gofman, Konstantin Nemenok, Shakhzod Safarov, Timur-Malik Kabiljanov
Editing — Dilshat Chorukov
Color Grading — Viktor Mogilat
Sound Design and Mixing — Doniyor Abdullakhanov

Lighting Equipment — Bayram Films

Awards

TAF! 2025

GRAND-PRIX

GOLD

SOCIAL & ESG CAMPAIGNS. BEST SOCIAL IMPACT

SILVER

PR CAMPAIGNS. BEST INTEGRATED PR CAMPAIGN