With the change in values imposed by communist ideology, the tradition of preservation of cultural heritage was broken. Independent preservation societies, even those that defended only secular landmarks such as Moscow-based OIRU were disbanded by the end of the 1920s. A new anti-religious campaign, launched in 1929, coincided with the collectivization of peasants; the destruction of churches in the cities peaked around 1932. In 1937 several letters were written to the Central Committee of the Communist Party of the Soviet Union to rename Moscow to "Stalindar" or "Stalinodar," one from an elderly pensioner whose dream was to "live in Stalinodar" and had selected the name to represent the "gift" (dar) of the genius of Stalin. Stalin rejected this suggestion, and after it was suggested again to him by Nikolai Yezhov, he was outraged, saying "What do I need this for?". This was following Stalin banning the renaming of places in his name in 1936.