Be a friend. To yourself too

plusone social impact Tetiana Morgun, Project Lead Anna Gergel, Project Manager Yuliia Smilianets, Project Manager Nataliia Haina, Communication Manager Heorhii Arabuli, Strategist Yevhen Sazhniev, Creative Director Veronika Oliinyk, Art Director Stanislava Brylenko, Designer Yuliia Styopkina, Advertising Manager Andrii Kostiuk, Head of the Psychological Support Department, Ministry of Internal Affairs Kateryna Zykova, Head of the Psychological Assistance and Support Division, Psychological Support Department, Ministry of Internal Affairs Victoria Pyvovarova, Deputy Director of the Communication Department. Head of the Strategic Communications and Digital Media Division / Ministry of Internal Affairs (MIA) Svitlana Sudak, Communications Manager, National Mental Health Program “How Are You?” Oksana Zbitnieva, Head of the Coordination Center for Mental Health Volodymyr Sologub, Head of Strategic Communications, Chemonics PFRU Vsevolod Borovets, Senior Project Specialist in Mental Health and Psychosocial Support, Chemonics PFRU Anastasiia Podoroga, Project Specialist in Mental Health and Psychosocial Support, Chemonics PFRU Limelite Director, Mykyta Bulhakov  DOP, Vlad Penkov  Executive producer, Vlad Bolelov  Bidding producer, Viola Filenko Line producer, Eugene Zdorovylo  Post-production studio, Casper Studio  Sound studio, Cavemen Records Edit, Yurii Reznichenko

CHALLENGE Men’s mental health is one of the most stigmatized topics in Ukraine. From a young age, boys are taught to appear strong and hide vulnerability, creating immense pressure and making it hard to seek help. As a result, 90% of men in Ukraine have never sought professional psychological support. The ongoing war has intensified this pressure. Men are expected to be even stronger, with societal norms equating strength with silence, forcing them to suppress emotional struggles. Yet, their mental health requires more attention, as the war’s impact affects everyone in Ukraine. IDEA We decided to shift the perspective and view the issue of men’s mental health through the lens of male friendship. SOLUTION The campaign encourages men to rethink their approach to emotional well-being and treat themselves with the same kindness they would offer a friend. By framing mental health care as self-friendship, we promote the message: “BE A FRIEND. TO YOURSELF TOO.” The campaign video features men traditionally perceived as strong, revealing their vulnerability. This helps normalize self-care and fosters the idea that emotional well-being is key to true strength. RESULTS THE STIGMA STARTED TO BREAK DOWN! In just 1.5 months, the campaign reached over 20 million people, with 55% of men in Ukraine aware of its messages — an exceptional recognition rate. More importantly, the survey showed a 15% increase in men’s engagement with mental health care, with more stating they would consult a specialist or advise a friend to do so.