Mental Health & Well-being: “Be a Friend. To Yourself Too” shortlisted for the Epica Awards 2025

plusone social impact has been shortlisted for the international Epica Awards 2025 with the campaign “Be a Friend. To Yourself Too” in the category Public Interest – Mental Health & Well-being.

The campaign was created to gently draw attention to men’s mental health. Its central message underscored a simple truth: strength and vulnerability are not opposites, and taking care of oneself is an essential part of mental resilience.

Post-campaign research revealed significant shifts in men’s attitudes toward mental health. Readiness to seek psychological help increased by 11%, while the share of men who would recommend seeking help to a friend grew by 12%. Skepticism toward seeing a psychologist decreased by 6%, and awareness among men aged 18–55 reached 55%. The campaign reached more than 24.9 million people, including at least 6 million men, and the main video generated over 5.6 million views, showing strong relevance and emotional engagement.

The campaign was implemented in partnership with the Ministry of Internal Affairs of Ukraine, “How are you?” mental health programme, and the Partnership for a Strong Ukraine Foundation. It included the development of a communication strategy, collaboration with media and opinion leaders, a promotional video, a photo exhibition, and outdoor advertising.

Being shortlisted for the Epica Awards is an important recognition of the project and a confirmation of its relevance within the international professional community.

The results of the competition will be announced on 17 December during the awards ceremony.