Eliminating outdated abusive proverbs

Kyifornia has created an animated video that deconstructs archaic proverbs rooted in abusive societal norms.

Since the war in Ukraine, cases of domestic violence have increased. The campaign seeks to empower Ukrainians to take the first steps toward breaking this cycle. Through their research, the agency identified that many archaic proverbs perpetuate a culture of domestic abuse, embedding harmful behaviors into everyday language and traditions.

In response, Kyifornia produced an animated video that dissects these harmful proverbs, challenges outdated societal norms, and advocates for change. In today’s world, there is no place for outdated traditions that justify abuse.

The «Break the Cycle» campaign is implemented by the United Nations Population Fund in Ukraine, in partnership with the Ministry of Social Policy of Ukraine, with financial support from the UK Government, provided through the UK Foreign, Commonwealth & Development Office as part of a program to combat and prevent domestic and gender-based violence.