The Healing Stage

Saatchi & Saatchi Ukraine Kosta Schneider Executive Creative Director Sergiy Biloshytskiy Creative Director Anna Seniuk-Kachanovska Associate Creative Director Oksana Vovkovinska Creative Group Head Dmytro Moloshnikov Head of Design Daria Hrytsenko Graphic Designer Dmytro Pokrason Motion Designer Aliona Khorolska Motion Designer Marian Levchenko Motion Designer Tetiana Slyvko Managing Director Olena Orlovska Client Service Director Taras Dzumaha Producer Yulia Meduna PR Manager Client Oleksandr Tkachuk Senior Officer of the Communications Department of the Territorial Defense Forces Command of the Armed Forces of Ukraine Theatre of Veterans Yevhen Malyukevych Head of nongovernmental organization “Theater of Veterans”, Creative Director Oleksii Dmytrashkivskyi Co-founder, Head of TDF Media Maksym Kurochkin Head of Educational Course, Lead Playwright Akhtem Seitablaiev Artistic Director Maksym Devizorov Chief Producer Alina Sarnatska Mentor, Playwright Olha Semioshkina Director, Choreographer Liena Liahushonkova Curator of the Dramaturgy and Educational Program Natalka Vorozhbyt Curator of the Dramaturgy and Educational Program Viktor Dontsov Production Designer Andrii Metelnytskyi Marketing Specialist Anna Zakharenkova Communications Manager, SMM Specialist Arina Matsarska Communications Manager, SMM Specialist Yurii Matsarskyi Communications Manager Vladyslav Volynets Technical Director Mykola Kobyliuk Creative Manager of the “Eneida” Project Kseniia Dubych Psychologist

While the military initiated a grassroots format of using playwriting for rehabilitation, our creative idea was to engineer its delivery mechanism. We used the brand of theatre as a Trojan Horse for direct medical intervention. Veterans actively block clinical messaging. To bypass this psychological barrier, we packaged their narrative therapy into a highly respected cultural institution: the "Theatre of Veterans." Instead of broadcasting standard charity ads, we used this cultural facade as our direct medium. It looked, communicated, and functioned exclusively like mainstream art, challenging veterans' pride rather than appealing to their pity. By disguising the therapy, we bypassed their defenses entirely. This strategic disguise transformed a local performance format into a powerful direct-response tool, successfully prompting a highly resistant audience to step onto the stage and actively engage in their own healing.