Choose True, not Fake

Olga Mykhalets  Chief Creative Officer Postmen Daria Varenyk Account Manager Postmen

In Ukraine, 1 in 5 kids are overweight, and 1 in 10 are battling obesity. The challenge? Make healthy eating cool, fun, and something teens actually want to do. What’s in your shopping cart, fridge, or plate? That’s what’s in your life. What’s inside matters. We didn’t talk down to teens, we vibed with them. Using slang and digital-first content, we dropped lines like “Eat what creates a healthy vibe” and “Eat what makes you a crush” to make healthy eating feel like a choice for a better future — not a lecture. We kicked things off with the “Map of Tasty Adventures” quest and bright, bold food installations in Kyiv. Then, we made it interactive: a scratch map, Telegram bot with personalized tips, and influencer challenges to keep them engaged. TV ads? We showed the struggle of junk food vs. the glow-up of healthy food. Plus, teen-sung radio jingles aired everywhere, from supermarkets to the streets. Oh, and we brought in Yevhen Klopotenko to show them how to cook healthy, hands-on. Results: 7.5 million people reached 220,000 teens joined the movement 2.8 million YouTube views (19% above target) 123,897 Spotify listeners 2,000+ teens took part in the quest at Expocenter We turned healthy eating into something they wanted to be part of. It wasn’t just food — it was about taking control of their future. What’s inside really matters.