The Ring Can Wait

Roughly 250,000 girls graduate from Uzbek schools every year, but only 30% continue on to higher education — early marriage typically intervenes first, driven by family and social pressure.

Problem

Sovchilik, the visit that traditionally arranges a marriage, was standing in the way of these girls staying in school. Could the same ritual be redirected to support their education instead?

Solution

We sent the same kind of visit — a university representative, a psychologist, and a female role model — into homes, but for a new purpose: making the case for a daughter's education. A dedicated platform let any girl invite the same visit to her own family.

Results

- 2 million+ people reached
- Hundreds of girls requested their own ""sovchilar"" visit
- Covered by national media and bloggers