Marketing to Men: “Be a Friend. To Yourself, Too” campaign won at the SABRE Awards

plusone social impact agency won the international communication award SABRE Awards 2025 – the campaign “Be a Friend. To Yourself Too” campaign won in the Marketing to Men category.

Understanding the sensitivity of the topic of mental health, we decided to avoid straightforward approaches in communication and instead shift the focus: if we are able to treat our friends with understanding and acceptance, helping them in difficult circumstances, why not do the same for ourselves? 

The comprehensive campaign for the Ministry of Internal Affairs of Ukraine,“How are you?” and the Partnership for a Strong Ukraine Foundation included the development of a communication strategy, cooperation with media and opinion leaders, a photo exhibition, a promotional video, and outdoor advertising to spread important messages. Read more about the creative idea and our approach to the campaign here.

The SABRE Awards EMEA is a prestigious international communications award that recognizes the best cases in branding, reputation and communications every year.

This is the fourth SABRE award in the plusone social impact portfolio. In 2024, we won with the campaign on human trafficking “Illusions may be deceiving. Look again”, which we implemented together with the International organization for Migration in Ukraine.

And in 2021, the agency received its first two golds – for a project on mental health during the pandemic and a fundraising campaign for innovative projects with Promprylad.