“Mental Health. Decoding” for ”Mental Health for Ukraine”

Client: MH4U
Year: 2020

CHALLENGE

Imagine that 30% of Ukrainians will have a mental disorder in their lifetime. At the same time, a significant number of people - 61% of respondents, according to a study conducted as part of the campaign - do not know how certain mental disorders manifest themselves.

So our task was to explain to Ukrainians what mental health is and what simple steps can help take care of it.

STRATEGY

We built the idea of the campaign “Mental Health. Decoding” campaign on people's insights:

Our team has proposed 12 common situations - problems in life that negatively affect mental health and provided affordable and effective solutions to these problems. Because it is focusing on the solution (not the problem) and taking small steps that help improve your condition.

We had to show that taking care of mental health is an opportunity to solve problems that everyone faces.

How? –

Our team has proposed 12 common situations - problems in life that negatively affect mental health and provided affordable and effective solutions to these problems. Because it is focusing on the solution (not the problem) and taking small steps that help improve your condition.


That is why we had to show that mental health care is an opportunity to solve the problems that everyone faces. How?

Our team became the faces of the campaign to show by their own example that the topic of mental health concerns each of us.

We used these creatives to launch a digital campaign. We also created animations based on the visuals to distribute them as social advertising on Intercity trains and in Kyiv subway cars. In addition, we printed posters with tips and placed them in all Kyiv subway cars.
To start a conversation about mental health and its importance for Ukrainians, our team engaged Ukrainian opinion leaders in a flash mob on social media. The opinion leaders shared simple tips on how they manage to maintain good mental health and encouraged their friends and followers to join the flash mob.

We have prepared a series of special projects “Mental Health Fitness” together with a well-known psychotherapist Oksana Korolovych and Ukrainian lifestyle media. Among them is an interactive test on UP. Life to test your stress resistance.

An experiment at Liga. Life: for 30 days, a Liga journalist had to practice special techniques to improve her mental health, which we prepared together with a psychotherapist, and write about her feelings in a story.
And also, an article on Bit.ua about the impact of hormones and neurotransmitters on us and what habits will help us find emotional balance.
RESULTS:
Advertising in digital:
More than 2 million
coverage
Special projects with the media:
42,690 coverage in total
Challenge with opinion leaders:
оver
134 500
coverage
Advertising in digital:
460 000
coverage
per month