Be a friend. To yourself too

Creative idea

Men's mental health is one of the most stigmatized topics in Ukraine. Men rarely talk about their problems, let alone seek professional help. Yet when it comes to friendship, they readily support friends without any judgment. Our campaign shifts perspectives and reframes the issue through the lens of male friendship, urging men to offer themselves the same care they’d give to a friend. The idea was implemented in the message: 'BE A FRIEND. TO YOURSELF TOO.' By showing respected men in moments of honesty, we normalize openness, highlight emotional well-being, and encourage seeking help without fear—turning vulnerability into strength.

Brand name: The All-Ukrainian mental health program 'How are you?'
Advertiser / client: Partnership Fund for a Resilient Ukraine, Coordination Center for Mental Health, Ministry of Internal Affairs of Ukraine
Product / service: Information campaign
Campaign name: Be a friend. To yourself too
Agency network: INDEPENDENT AGENCY
Agency: plusone social impact, Kyiv
Web address: https://howareu.com/
Agency chief executive officer: Maksym Savanevskyi
Creative director: Yevhen Sazhniev
Art director: Veronika Oliinyk
Designer: Stanislava Brylenko
Account director (agency): Tetiana Morgun
Film production: Limelite
Director: Mykyta Bulhakov
Director of photography: Vlad Penkov
Agency producer: Vlad Bolelov
Post production: Casper Studio
Additional company: Ministry of Internal Affairs: Andrii Kostiuk Kateryna Zykova Victoria Pyvovarova Chemonics PFRU: Volodymyr Solohub Vsevolod Borovets Anastasiia Podoroga Coordination Center for Mental Health: Oksana Zbitnieva National Mental Health Program “How Are You?”: Svitlana Sudak