Men’s Psychological Support Line

MOKO Digital agency developed and implemented a communication campaign for the launch of the «Men’s Psychological Support Line» project from UNFPA Ukraine (with the support of the UK government). The campaign aimed to overcome key barriers when men seek qualified help – toxic masculinity and gender stereotypes. The MOKO team presented the project on the first men’s podcast, developed a website and explanatory materials, and launched a teaser campaign, as well as integrations and collaborations with Ukrainian influencers.

80% of Ukrainians believe that going to a psychologist is unmanly: «I have to solve my problems on my own! What else is the Support Line?!». 96% of men deny that they have any problems at all: «I’m fine, what other help from psychologists? I’m not a psycho!». It turned out that toxic masculinity and gender stereotypes are the critical barriers to seeking qualified help. Yes, yes, it’s about «help for weaklings,» «psychologists for psychos,» and so on. What disarms even the strictest man with conservative views? Humor, of course! It was the key to the advertising campaign at the first men’s stand-up in Ukraine, where the digital agency «MOKO» team presented the Support Line for men! Humor helped overcome life situations, in which comedians openly shared their problems and pains and showed that it is expected to consult a psychologist. Among other instruments used — were the creation of the project website, preparation of an explainer animation video, teaser campaign, media publications, integration, and collaboration with Ukrainian influencers.