Cultural Context: Women in sports face discrimination, especially in Kazakhstan's patriarchal society. As a result, fewer and fewer girls want to pursue career in sports. Friends and family discourage girls to continue, people support only “masculine” sportsmen and areas: like MMA, hockey or others, but ignoring women’s achievements. Solution: Kotex decide to start the dialogue about women in sport and invite popular football team BIIK, multiple champions of Kazakhstan, previous 16 place in UEFA rating to popular podcast, where they talked about their struggles and success. To warm up the audience Kotex launched an online film with popular MMA-fighter and football enthusiast Yerkebulan Toktar. He played the role of the sportsman in the upside-down world and start the controversial talks just the day before popular MMA-fight. 

Results: The film got more than 1 million views from the brand page; it started heavy discussion in social media about women in sport. Media supported the project providing free coverage. After the launch without any support from the brand, film became viral also in Russian and Uzbek media, who are facing the same discrimination problems. Podcast with BIIK football team got more than 2,6 million views in social media, for the first time the team got a platform and audience to talk openly about problems of Kazakh female football.​