The Healing Stage

Creative idea

Veterans actively reject traditional therapy due to deep-rooted military stigma. Our creative idea was to bypass these psychological defenses by completely redesigning how help is packaged. We disguised evidence-based narrative therapy as a highly respected cultural brand: the 'Theatre of Veterans.' Instead of functioning like a medical charity, it communicated and acted exclusively like mainstream art. This strategic disguise challenged the veterans' pride rather than appealing to their pity. By replacing the clinical 'patient' label with a 'creator' identity, we created a stigma-free environment, prompting a highly resistant audience to step onto the stage and heal.

Brand name: Armed Forces of Ukraine
Advertiser / client: Armed Forces of Ukraine, Psychological center '4Help'
Product / service: mental health
Campaign name: The Healing Stage
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi Ukraine
Executive creative director: Kosta Schneider
Creative director: Sergiy Biloshytskiy, Anna Seniuk-Kachanovska
Art director: Oksana Vovkovinska
Designer: Dmytro Moloshnikov, Daria Hrytsenko
Account director (agency): Olena Orlovska
Managing director: Tetiana Slyvko
Pr director: Yulia Meduna
Agency producer: Taras Dzhumaha
Digital creative: Dmytro Pokrason, Aliona Khorolska, Marian Levchenko
Additional company: Client Oleksandr Tkachuk Senior Officer of the TDF Command of the Armed Forces of Ukraine Theatre of Veterans Yevhen Malyukevych Head of nongovernmental organization “Theater of Veterans” Oleksii Dmytrashkivskyi Co-founder, Head of TDF Media Maksym Kurochkin Head of Educational Course, Lead Playwright Kseniia Dubych Psychologist