We know you want to do the best thing. Create a great project that helps Ukrainians support their mental health. Put out communication that shows genuine care. Help people emotionally.
But the realities of Ukrainian communications, and how the public reacts to them, can dump a bucket of cold water on us. Care can be perceived as capitalizing on the topic of war, and the smallest misstep in communication emphasis can put you on the “pile-on express” straight to Threads.
So let’s try to figure out how to communicate about mental health the right way, when your brand isn’t directly connected to this topic.
Food, alcohol — measure seven times
If your brand falls into one of these categories, it’s currently better to avoid this kind of communication in Ukraine altogether — or approach it with great caution and plenty of consultation with specialists.
Products in these categories often become maladaptive coping mechanisms, so any messaging about “support,” “comfort,” or “care” coming from them can come across as normalizing harmful patterns or quietly legitimizing ways of avoiding real problems. For people struggling with eating disorders or addictions, this kind of communication can be triggering.
Don’t play the role of a psychologist
Advice, diagnoses, guidance — please, leave that work to the specialists. It’s better to focus on what your brand can actually be useful for.
For example, create a safe space for people to share their emotions (online or offline). Give people a chance to release their emotions — in the comments under a post, or by smashing plates in an offline space set up by your brand.
The best approach is to partner with those who genuinely understand the subject. Partnering with mental health organizations, licensed psychologists, or NGOs will add professionalism and credibility to your campaigns.
Sensitive proofreading
Always run your communications through a simple check: could this message or joke offend someone dealing with depression, anxiety, or PTSD? If you have any doubts, it’s better to replace it or consult with a psychologist. It’s also useful to test content for sensitivity — bring in experts or representatives of your target group to catch potentially wrong emphases before publishing.
It doesn’t have to be about “mental health” specifically
To genuinely offer support, your brand doesn’t need to go into the mental health topic at all. You can choose a different strategy — simple pleasant touches that lift someone’s mood in the moment.
A fun video from the brand with timely, warm humor, a discount just because, a small gift from the brand, packaging with a reminder like “You’re awesome!” or “This packaging isn’t perfect, and you don’t have to be either.” Any small thing that makes someone smile in the moment and takes their mind off things, even briefly.
That said, it’s important not to slip into superficiality or performative “good vibes only” messaging. Insisting too loudly on positivity in every situation tends to come across negatively instead. There’s even a term in psychology for this — “toxic positivity”: blindly denying negative emotions in the name of optimism.
If a brand starts ignoring real problems and responds to any kind of pain with an empty “everything will be fine,” the audience senses the insincerity. So the key here is finding the balance between lightness and sincerity.
Do your homework
If your brand does decide to speak about mental health, it’s effectively taking on part of a social role. But it’s important to remember that genuine support requires homework: researching the topic, training your team, digging deep into the subject.
You need to be very well informed about everything related to the current emotional states Ukrainians are experiencing and their triggers, think through response standards in advance, and offer real help — not a generic “Stay strong!”
Last but not least, the key point!
A long-term strategy instead of a single post
Before launching any communication about mental health, make sure it actually aligns with your mission and internal culture. If a company puts out a single supportive post without a long-term strategy of care behind it, the audience will read it as an attempt to chase hype and play with emotions, rather than a genuine effort to help.
Launch social projects, create products or services with real added value, get involved in charity work in this space. That way, your customers will feel real care — and want to keep coming back to your product or service.
Remember: mental health is a marathon, not a sprint. That’s why only consistent, sincere, and well-thought-out communication can bring real benefit to both the brand and society.
And if you do decide to launch a great social project, or add a social dimension to your communication strategy — get in touch. The VIVID team is always happy to create something great together!