Psychological abuse, often seen as a normal part of familial dynamics, is frequently overlooked as a form of violence. In Ukraine, violence prevention initiatives typically focus on physical harm victims, with less attention given to addressing the behavior of perpetrators. The challenge is raising awareness about the insidious nature of psychological abuse, which often goes unnoticed and unrecognized by its victims. This invisible form of violence is tolerated by many Ukrainians, only adding to the complexity of the issue. People may inadvertently perpetuate or incite violence by ignoring or resisting it. Instead of resisting, our approach is to speak out against violence.

To begin, we created a campaign logo and identity, along with a web portal offering guidance on preventing violence and managing abusers, addressing frequently asked questions. We also conducted a neurobiological experiment that revealed the genuine emotional responses of individuals exposed to psychological abuse. Our outreach efforts included partnering with YouTube influencers and airing a TV series featuring personal accounts of domestic violence and strategies to combat it.

Additionally, we collaborated with Halychyna Milk to feature advice on their product labels, resulting in the sale of approximately one million bottles within three months.