Phew and Whew

ANGRY agency Creative Director – Serhii Malyk Art Director – Olga Kuzovkina Illustrator - Oles Derega Copywriter – Yaryna Zavadovych DTP - Andrii Chekeres Producer – Inna Polshyna Psychologist – Natalia Pashko

In 2015, mental health was included in the UN Sustainable Development Goals, and since that time, there has been increasing global attention to this topic. Since 2014, Ukraine has been experiencing war, making the issue of mental health even more relevant, especially for children. That's why in 2023, one year after the full-scale invasion, Kite, a Ukrainian manufacturer and the most influential player in the market of children's school backpacks, is launching the social mission 'Kite Kids Mental Health Program.'  Because 15 years before that, the brand developed and patented orthopedic backrests that support correct posture and prevent scoliosis. Because mental health starts with physical health and vice versa. Because mental health begins with breathing, and breathing begins with proper posture. "Fuh and Dmukha" is a book about the basics of mental health. It focuses on breathing for children and their parents. The names of the main characters in the story—Fuh and Dmukha—are sounds that people make while breathing, and in a loose translation to English, they can sound like Phew and Whew. This adventure story, spanning 116 pages in a 30x30 cm format, revolves around the air, its two inhabitants, and their adventures. It was written by a young Ukrainian author and a well-known child psychologist. The book was illustrated by a contemporary Ukrainian artist. At the end of each chapter, readers can find practical exercises for children and their parents, helping them overcome stress and fear, gather strength, focus, improve mood, and make each day happier.