Lessons in responsible parenting

The creative agency MOKO Digital has created a series of animated videos about responsible fatherhood and men’s mental health for the «TatoHub» project, which is implemented thanks to UNFPA, the United Nations Population Fund in Ukraine, with the support of the Government of Sweden.

During the war, 68% of men in Ukraine experience stress but do not seek professional psychological help, 73% of fathers live with their children, 15% live separately from their children due to the war, and 10% are not with their children due to divorce or other circumstances. For International Mental Health Day and International Men’s Day, we have joined forces with the «TatoHub» project to draw attention to the importance of men’s mental health and the principles of responsible fatherhood.

We have created a series of 3 animated videos, the plot of which reveals certain aspects of the problem of interaction between parents and children during war: with family or at a distance. Each video carries its meaning and depicts the main character’s inner struggle — a father — with his prejudices, experiences, or fears. Each video contains a short and clear message that not only broadcasts the problem but also provides a possible solution.

The main feature of the videos is the use of a color scheme following the situation in which the characters find themselves. Each video begins in deep blue tones, and as the characters reveal themselves, realize their problem, and find a way to solve it, their surroundings and themselves begin to acquire colors. In one video, the colors spread from the child and are transmitted to the father; in another, they originate in the characters’ hearts and spread further to the entire world. In this way, the change in the emotional state of the characters is shown.