UNMUTE THE PUBERTY

Viktor Shkurba – Creative Director, [isdgroup] Oksana Gonchar – Creative Group Head, [isdgroup] Maryna Kizilova – Art director, Illustrator, [isdgroup] Oleksandra Dyvnych – Copywriter, [isdgroup] Nina Dmytriyeva – Copywriter, [isdgroup] Yulia Ivakina – Copywriter, [isdgroup] Svitlana Myronchuk – Account Director, [isdgroup] Yaroslava Sidorchuk – Project Team Lead, [isdgroup] Daryna Vashchuk – Project Manager, [isdgroup] Iryna Lipavska – Graphic Designer, [isdgroup] Michael Traverse – Strategic Director, [Reiseplan] Alina Revenko – Strategist & Psychologist, [isdgroup] Glib Andrushyn – Strategist, [Reiseplan] Dariia Boiko – Strategist, [Reiseplan] Maria Kochmaruk – Media Director, [Hashtag] Margarita Izhko, Mariia Tkachenko – Designer, [Hashtag] Olga Holub, Tymoshenko Lina – Сopywriter [Hashtag] Roman Kostenko – Media manager, [Hashtag] Oksana Kurmaz – Illustrator, Animator Stanislav Kolesnikov – Sound Design, [Zvoolab Audio] Liudmyla Shevtsova – Project Associate, Youth, UNFPA Ukraine Nataliia Martynenko – Programme Analyst, Youth/HIV, UNFPA Ukraine Maryna Semenenko – Communication and Media Associate, UNFPA Ukraine Alona Zubchenko – Communications and Advocacy, UNFPA Ukraine

Meet Puberty — a new emotional lexicon for teens that opens a healthy conversation about sexuality. In Ukraine, sexuality education was always a taboo. In some way, still is. It puts on mute countless new feelings teens explode from. We unmuted puberty by creating an animated non-binary character with a constant shape-shifting that translates teens’ inner swings. To connect teens with themselves, we launched an animation series on Instagram. Every episode is Puberty’s little journey encouraging teens to find their way through inner chaos to self-discovery and openly discuss sexuality topics. As the series runs, there are dozens of Puberty forms, changing every second. The chosen animation style is deliberately imperfect as if it were drawn by a teen. Clumsy lines as well as unclear sounds seem to convey the teens’ inner emotions. For the same reason, we use frame-by-frame animation: to make the character more vital, real, and cool. With the maximum 800K teen audience possible for Meta’s targeting, Puberty has got 635,000 of total engagement and 13,600,000 video views.