Family doctor cares for those who cares for all
FOR WHOM?
NGO «Barrier-Free»
WHAT WAS THE TASK?
To develop and promote a new mental health support service as part of the National Mental Health Program "How Are You?"
AND WHAT WE'VE DONE?
In this heartfelt multi-channel campaign, we've succeeded in encouraging moms across the country to pause and consider their own well-being. Moms are often the first caregivers, health observers, and well-being inspectors. They're always ready to prioritize their family's needs, even during challenging times. But who will prioritize moms and guide them on caring for their mental health?
Family doctors! The campaign was created to announce that mental health support services have become a part of the National Mental Health Program.
But actually it was created to care for those who take care of all.
RESULTS
The cross-media approach reached approximately 21 million people (12 mln in traditional media, and about 9 million on social media).
This campaign boosted the awareness of the service and impacted referrals to family doctors about mental health issues.
BICKERSTAFF.475
Creative director: Illia Anufriienko
Strategist: Masha Kochurenko
Senior Project Manager: Hanna Oryshchenko
Copywriter: Vlad Minchev
Art Director: Oleksandra Spasova
Creative Enzyme: Andrew Bez
Graphic Designers: Dmytro Kifuliak, Liza Popova
NGO «Barrier-Free»
The All-Ukrainian mental health program «How Are U?»
The Coordination Center for Mental Health by the Cabinet of Ministers of Ukraine
Ministry of health of Ukraine
PRODUCTION ELECTRIC SHEEP FILM
Director: Eugene Gozheyshiy
DOP: Denis Luschik
1st AD: Ulya Snitko
Executive producer: Andrei Copots
Producer: Olya Danyukova
PA: Julia Petrenko
Bidding Producer: Anna Kulishenko
Production manager: Andrew Naumchuk
Location: Victor Shava
Casting: EASY Cast
Production designer: Elena Emelyanova
Props assistant: Serhii Godlevskyi, Vadym Sukhenko
Costume designer: Dina Golubeva
MUA: Mariia Pylunska
Gaffer: Innockentiy Zapotochniy
Focus puller: Serhiy Sardudinov
Playback: Eli Tayler
1st AC: Ruslan Vitkovskyi
Dolly: Zhenya Doloto, Sergey Kuzmenko
Key grip: Max Maksimchuk
Postproduction: Viktor Romaniuk
Editing: Victor Lisin
Color: Alina Borschova
Sound: cavemen records
VO: Vlad Minchev
Equipment: PATRIOT RENTAL