Project "Pubertat": how to boost content for teenagers?

Maria Kochmaruk – Media Director, [Hashtag] Daria Karlshtein – Chief Operating Officer, [Hashtag] Anastasiia Demchenko – Account Manager, [Hashtag]  Olga Fedii – Project Manager, [Hashtag]  Margarita Izhko – Designer, [Hashtag] Tymoshenko Lina – Сopywriter [Hashtag] Oleksandra Melnyk – Media manager, [Hashtag] 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] Oksana Kurmaz – Illustrator, Animator Stanislav Kolesnikov – Sound Design, [Zvoolab Audio] Liudmyla Shevtsova – Project Associate, Youth, UNFPA Ukraine Maryna Semenenko – Communication and Media Associate, UNFPA Ukraine

In Ukrainian schools, if teenagers talk about changes in their bodies, mental health, sexuality, and relationships, they do so only quietly among themselves, with embarrassment and fear of drawing attention. This is because Ukraine still lacks quality sex education, and parents often don’t know how to start a conversation about "taboo" topics. As a result, teens turn to unreliable online sources, filled with myths and stereotypes. That’s why, together with the United Nations Population Fund (UNFPA) in Ukraine, we continue developing the “Pubertat” project. It’s a whole friendly ecosystem where teenagers receive essential knowledge, support, help resources, and advice on how to navigate constant challenges during wartime. Here, they can communicate freely, ask questions, giggle at jokes, and most importantly — feel that they are not alone in their experiences. Communication takes place on Instagram, which allows for effective content promotion to a teenage audience. We engage with all the platform’s formats, covering topics like gender identity, mental health support, reproductive health, first sex, the importance of contraception — and that’s just the tip of the iceberg. How do we talk to teenagers?  The face of the account and teens’ favorite character — Pubertat! Pubertat experiences the full emotional spectrum with teens: laughing, stressing, cringing, getting angry. The character speaks openly and in a simple, slangy way about complex topics. This is a friend who’s always in touch and definitely not afraid to be themselves! Pubertat appears in various forms and moods, brought to life through animated GIFs. Our content is always honest, illustrated, and accessible. We don’t skip any topic that might concern teens, and we deliver important messages using Instagram-friendly formats. What content formats do we use? - Static posts and carousels — minimum text, maximum visuals! We call body parts and processes by their proper names. Sex — it’s natural! Menstruation — nothing to be ashamed of! Penis — all boys have one! - Interactive stories — games, tests, and quizzes. A fun and easy click-tap format — that’s how we reinforce important topics and learn what teens are concerned about in real time. - Influencer collabs — interviews with popular bloggers, singers, and athletes who share their experiences. This way, teens get important info from people they trust. - Collaborative posts with doctors and psychologists — professional advice and consultations to strengthen the project's credibility. - Contests and giveaways — to help even more teens discover the page and become friends with Pubertat. Plus, gifts are always a fun idea! What have we achieved?  Pubertat continues to gain momentum! Both the number of followers and the trust of teens and their parents grow daily. Just look at the real metrics from the past 12 months: - 12 million views - Over 2 million reach - 45,000 post interactions - 14,000 link clicks - Nearly 4,000 new followers We’re not stopping and continue experimenting with new formats to create even more awesome opportunities for open and safe conversations.