The campaign for the psychological helpline for men

Moko Digital developed a campaign for the psychological helpline for men. The primary objective was to tell about the existence of such psychological helplines to help men overcome the barriers of toxic masculinity and to lead the target audience to watch the creative content.

Even before the beginning of the full-scale invasion, and more so since February 2022, projects aimed at emotional balance, popularization of psychology, and public education about mental health in general were being regularly launched in Ukraine. They really need this because they have long been strongly influenced by Soviet attitudes that neglected and undervalued emotions and feelings. 

A study prepared for the Third Summit of First Ladies and Gentlemen in the summer of 2023, spanning 11 countries, including Ukraine, revealed an alarming trend: 49 out of 50 Ukrainians ignore their deteriorating emotional health, often dismissing it as “nothing serious, it will pass” or postponing help-seeking due to ill-timed circumstances.

Against this backdrop, numerous projects, websites, apps, and helplines have emerged, catering to different segments of the population, including people with substance abuse disorders, violence survivors, military personnel, women, mothers, and individuals with suicidal tendencies, each finding a haven of support.

However, a glaring gap existed – there were no dedicated support lines exclusively for men. Why was that?

This predicament was explained by another study, where an overwhelming 96% of men professed no current need for help. This claim, however, was contradicted by the revelation that two-thirds of the male population is grappling with intense distress. The barrier of toxic masculinity — the entrenched, often aggressive notions of a “real man” who is strong, independent, and never needs help — has exacerbated the reluctance to seek help, fueling gender inequality in Ukrainian society.

Recognizing this challenge, the United Nations Population Fund in Ukraine embarked on a mission to establish a helpline tailored for men, aiming to encourage them to reach out to seek counseling. The same men who claimed not to need any help. However, they knew the truth. 

With a blend of humor and an insightful grasp of male-centric issues, the initiative surpassed its KPIs for successful consultations and made this world a slightly better place.

The primary objective was to tell about the existence of a psychological helpline designed for men to help them overcome the barriers of toxic masculinity and to lead the target audience to watch the creative content.

The objective was to call 2345 and seek psychological counseling.

META and YouTube were chosen as the main platforms for posting creative content, as this is where their target audience spends their free time. 

In terms of communication, the focus was on the stand-up. The promotion was carried out mainly on YouTube, which is where their target audience is most concentrated. To increase the impact, they used static banners for promotion in META.

To ensure more professional and expert communication, they created a project website where any man could immediately call and get a free consultation from their psychologists, free of charge, anonymously, and around the clock. They also created an explainer video to break down barriers and lead to a decision to take a step toward their support.

But what about TV show integrations? They went to visit the Ranok Vdoma morning show, where the project coordinators shared more about their platform, objectives, and tasks aimed at helping men cope with stress and various emotional problems.

Then they were everywhere:

— Publications and mentions on the most popular Telegram channels among their target audience

— Articles in online media (The Village Ukraine, Ukrainska Pravda, and other popular publications)

— Integrated into the most popular men’s YouTube shows (Toronto TV, Zahin Kinomaniv (Cinephile Squad), and others)

— Gained overwhelming support from bloggers who donated their time to the project

— To raise even more awareness of the helpline, they launched radio ads to reach their target audience in the most remote corners of the country.