“Be a friend. To yourself too” campaign about the importance of men’s mental health
Nationwide campaign “Be a friend. To yourself too” was launched to break the stigma surrounding men’s mental health.
The campaign was developed by the communications agency plusone social impact.
There is still the stereotype in society that for men talking about their emotions and feelings is a sign of weakness. Many men are raised with the belief that they must take the hits, endure, and suppress their emotions. This societal stigma puts pressure on men and leads to men’s mental health being one of the most under-discussed topics.
The full-scale war has only deepened the problem. If men are believed to have no right to show weakness under normal circumstances, during war, this belief is even more prevalent. However, Ukrainian men are now facing numerous emotional challenges: loss of loved ones, separation from families, constant stress, and many other difficulties. Despite this, they often believe that mental health isn’t a priority, thinking there are more pressing problems, and that others may have it worse.
The “Be a friend. To yourself too” campaign encourages men to regard their own mental health from a new perspective. The insight is that men are often willing to do more for their friends than for themselves. The campaign asks: if we are ready to help a friend in a tough situation, why don’t we help ourselves? This message is summarized in the call to be a friend to yourself too.
Ask yourself: would you judge a friend if he sought help during a difficult time? Would you turn your back on him or see him as weak? Or, on the contrary, would you support him in a tough moment, offering a helping hand? And would your friend support you during hard times? Perhaps it’s time to become that friend for yourself — someone who supports and doesn’t judge?
Nationwide campaign’s slogan “Be a friend. To yourself too” means doing for yourself all the things you would do for a friend. It means paying attention to your own emotions and feelings and accepting them. It means not judging your need for help and learning to take care of yourself, being your own best friend.
As part of the campaign, several activities are planned. In mid-September, a photo exhibition will open at the Kyiv railway station, sharing stories of support and mutual aid.
“Be a friend. To yourself too” is part of the communications campaign “How Are You?” — an all-Ukrainian mental health program initiated by the First Lady Olena Zelenska. The campaign is being implemented in partnership with the Coordination Center on Mental Health of the Cabinet of Ministers of Ukraine and the Ministry of Internal Affairs of Ukraine, with the support of the Partnership Fund for a Resilient Ukraine, which is financed by the governments of the UK, Estonia, Canada, the Netherlands, the United States, Finland, Switzerland, and Sweden.
