Start!

The audit revealed a paradox: many women in the country run small businesses — home baking, handicrafts, trade — but psychologically do not see themselves as entrepreneurs. Because of the stereotype that business must mean a big office and a large team, they undervalue their work and keep postponing growth, waiting for mythical “ideal conditions”. Based on this insight, we built the “Start!” communication platform. We launched the campaign through a non-standard performance at Visa Fashion Week: in collaboration with designer Nigora Hashimova, we created a collection of “imperfect” business jackets — with open seams, rough fastenings and unfinished cuts. It became a loud visual manifesto that there is no need to wait for ideal conditions to start. After the show, we launched a high-reach media campaign in the regions and released a series of documentary films about real women, showing their genuine, non-glossy business reality to prove that they are already ready for more.