In July 2022, the National Psychological Association, with the support of the United Nations Development Program (UNDP) in Ukraine and financial support from the European Union, launched a psychological support line for Ukrainians. Later, the governments of Denmark and Canada joined the funding. The line has been operating for almost a year. And it’s time to tell a wider audience about it.
Task
In July 2022, the National Psychological Association, with support from the EU and UNDP, launched a psychological support line for Ukrainians. Experienced psychologists help solve problems caused by stress and personal experiences, both war-related and not, free of charge.
The hotline has been operating for almost a year, but until now it has had little or no media support. People could only find out about it through press releases and social media posts from psychologists. It’s time to announce it to a wider audience.
Solution
In search of insight, the team of the communications agency provid talked to the hotline specialists and found out that even in a serious condition, when working with a psychologist, people recognize that there is something good and bright in their lives, but their internal state prevents them from noticing it. Therefore, the main idea of the campaign was to help people find the light in their lives, and the image of light became a cross-cutting one.
Together with the heroine of the video (and more than 62% of the line users are women), we go through a psychological transformation, moving from a dark streak to a bright one.
PLEON Talan PR agency helped to tell more about the support line in an article published in a leading Ukrainian media outlet.
Citylights of our partner, the outdoor advertising operator Perekhid Outdoor, in five cities of Ukraine, where a large number of IDPs are concentrated, and posters in international trains promise to help find light in life and immediately give the phone number of the hotline in Ukraine, and a QR code can be used to get to the website where it is easy to find the numbers of this line for more than 26 countries.
