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 about sexuality and maturation teens explode from. So how should teens understand they are ok? We unmuted puberty by creating a non-binary character with a constant shape-shifting that translates teens’ inner swings. Puberty rapidly changes shape just like teens react to the world: bursts with anger, flattened with worries, or drips on the floor in a puddle of shame. To connect teens with themselves, we launched an Instagram drama series. Every episode is Puberty’s little journey encouraging teens to find their way through inner chaos to self-discovery and openly discuss sexuality topics. In the latest season, teens have become co-directors. We have published the first halves of episodes, stopped at a vulnerable moment, and addressed teens’ questions, what Puberty would do in this situation. Teens have shared their visions, and the co-director for each episode was selected by teens who voted for the best one. Each co-director was also integrated into the episode as an animated character, being able to choose any details for their own appearance. 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.