Mask your face. Not your problems

COVID-19 lockdown was not only about physical health – it provoked numerous psychological crises. We used a medical mask to uncover emotions and thoughts which people have during a pandemic.

Our task was to overcome stereotypes, change people’s behavior and show: we all have problems. It’s just unhealthy to ignore them! TV and radio promo, OOH, social networks, posters and installations on the main squares of Kyiv and Kharkiv.

Right before Christmas, we put an unusual installation on the main squares of Kyiv and Kharkiv. As tall as a person, our sculpture recreated the real medical mask’s look that is a true symbol of 2020. What we added is the number of the handwritten thoughts of the people during the pandemic. The top fears and troubles that many people carry inside.

Our goal was to draw more attention to this issue, suggesting not to be silent – to talk about emotions and fears with relatives, friends, loved ones – or the psychologists on the IOM’s hotline.

There is one more thing that triggers stress during a pandemic – the warning signs on the entrances of public places. Often rude and aggressive at the meaning + pretty ugly from the visual point of view – those bw printed papers peremptorily address the viewer, probably making the person feel quite miserable.

Deciding to make communication more empathic, we collaborated with 4 famous Ukrainian illustrators, each of which crafted a friendly mask’s image in its style.