"A woman should be"… There are loads of stereotypes based on this phrase: the phrase shared by both women and men through social media referring to the so-called female behavior manners accepted in Azerbaijani society. Thereby, these kinds of people create not only verbal but also the real limits that negatively impact the lives of millions of women in our country. To draw attention to this case, Azercell, the leader of the local mobile market, has created "A woman should be…" campaign by involving successful female athletes with the support of its partner - the National Olympic Committee of Azerbaijan. The central aim of our campaign is to stop gender-based behavior expectations in our society and to make people change their views over prevailing stereotypes.