#notmyname Campaign

The #notmyname campaign was initiated by the Association of South Asian Midwives C.I.C. as a response to their personal experiences. This was the first project developed by ASAM after becoming a Community Interest Company (CIC).

A name represents one’s identity. Through discussions, the team discovered that many individuals faced challenges related to their names. Mispronunciations are common, as we are all human; however, the core issue lies in the lack of effort to get it right. The team uncovered numerous instances where individuals were addressed by a different name—one that was easier to pronounce, simplified, anglicized, or even objectified. In some cases, individuals were merely referred to as “you.”

There’s a saying that goes, “A little respect goes a long way…”

We, as individuals, need to make a greater effort to advocate for our names, correct mispronunciations, and, most importantly, support those we care about. We must recognize that while we may not be familiar with the pronunciation of many names, we should remain open and transparent with those we encounter. It's essential to acknowledge individuals' preferences.

The project's goal was to motivate people to ask for someone’s name and pronounce it correctly. The team created #notmyname badges and sold them—60 units were sold across the UK, and feedback indicated they were well-received. They sparked conversation and made people think twice when reading or pronouncing a name. The project was a success and marked a wonderful beginning for ASAM’s initiatives.

Illustrations by Lauren Rebbeck