UNMUTE THE PUBERTY

Creative idea

In Ukraine, sexuality education as well as talks about sex were taboo. And it still puts on mute countless new feelings teens explode from when entering puberty. We unmuted healthy talks about sexuality by launching an Instagram drama series about Puberty. Puberty is a non-binary character that constantly changes its own shape, showing teenagers that it's okay to be diverse: erupting with anger, weighed down by worries, or melting into a puddle of shame. Puberty is a new emotional lexicon that translates a teen's emotional rollercoaster related to sexuality and adulthood into a language they understand.

Brand name: UNFPA
Advertiser / client: UNFPA Ukraine
Product / service: sexuality education
Campaign name: UNMUTE THE PUBERTY
Agency network: INDEPENDENT AGENCY
Agency: ISD Group (Kyiv)
Digital agency: Hashtag
Web address: https://www.instagram.com/pubertat.ua/
Agency chief executive officer: Viktor Shkurba
Executive creative director: Viktor Shkurba
Creative director: Oksana Gonchar
Art director: Maryna Kizilova
Copywriter: Oleksandra Dyvnych
Designer: Iryna Lipavska
Account director (agency): Svitlana Myronchuk
Illustrator: Oksana Kurmaz
Additional company: [isdgroup] Nina Dmytriyeva, Yulia Ivakina – Copywriters Yaroslava Sidorchuk – Team Lead Daryna Vashchuk – Project Manager Michael Traverse – Strategic Director, Reiseplan Hashtag: Olga Holub, Tymoshenko Lina – Copywriters Mariia Tkachenko – Designer Roman Kostenko – Media manager Oksana Kurmaz – Animator Stanislav Kolesnikov – Sound Design, Zvoolab Audio UNFPA Ukraine Liudmyla Shevtsova – Programme Analyst, Youth/HIV Maryna Semenenko – Communication and Media Associate