The event took place at the Office of the Ukrainian Parliament Commissioner for Human Rights and brought together representatives of state institutions, leading psychologists, scientists, clinical specialists, and members of civil society for an in-depth analysis of the causes behind the spread of self-medication in Ukraine and the search for effective tools to influence public behavior.

The event was opened by Olena Kolobrodova, Representative of the Ukrainian Parliament Commissioner for Human Rights on Social and Economic Rights. In her speech, she emphasized that access to high-quality and safe medical care is an integral part of the human right to health. According to her, widespread self-medication goes far beyond a purely medical issue and has a clear human rights dimension, as it is often the result of mistrust in the system and a lack of clear, consistent communication between the state and its citizens.

The discussion was moderated by Nataliia Tulinova, CEO and foundress of ZDOROVI. In her opening speech, she emphasized that self-medication is not an isolated decision made by an individual, but rather a consistent behavioral pattern that is shaped by social experience, media, traumatic events, and prolonged crisis conditions.

Valeriia Palii, Academic Director of Psychology Programs at the Kyiv School of Economics and President of the National Psychological Association, focused her presentation on analyzing international research on the causes of self-medication. She paid particular attention to the psychological factors behind this phenomenon, noting that in conditions of uncertainty, people seek quick and controllable solutions, even if they carry potential risks.

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“Self-medication is often an attempt to regain a sense of control. When professional help seems difficult, inaccessible, or threatening, people choose familiar scenarios – advice from the internet, the experience of acquaintances, or their own assumptions,” explained Valeriia Palii.

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Iryna Hubeladze, Acting Deputy Director at the Institute for Social and Political Psychology of the NAES of Ukraine, spoke about psychological tools for behavioral change and addressing stigma in crisis contexts. She focused on society’s attitudes toward psychological help, access to services, and the social and psychological drivers of self-medication, including the stigma of “weakness” and a deep crisis of trust. The expert emphasized that trust in specialists is built not only through expertise but also through the language of communication – particularly the shift from prohibitive rhetoric to a rhetoric of partnership, empathy, and consistent public policy.

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“Stigma, fear of judgment, and negative experiences with the system directly push people toward self-medication. Behavioral change is only possible when society is offered safe, understandable, and consistent alternatives,” said Iryna Hubeladze.

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KSE lecturer and advertising psychology expert Iryna Klymenko focused on the role of media and communications in healthcare. She presented research data showing that only 13% of respondents actually changed their behavior under the influence of international media campaigns. The expert also highlighted the limitations of informational approaches that rely exclusively on fear-based messaging or moralizing.

According to Iryna, media campaigns cannot serve as standalone tools of influence – they are effective only when combined with policy decisions at the level of the state, communities, and the healthcare system. In most cases, such campaigns raise awareness but do not affect intentions or lead to real behavioral change.

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“Campaigns based solely on prohibitions or intimidation often have a short-term effect or provoke resistance. Effective communication must take into account the psychological mechanisms of decision-making and people’s real-life experiences,” emphasized Iryna Klymenko.

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Iryna Ivanchuk, Mental Health Project Coordinator at the Public Health Center of the Ministry of Health of Ukraine, spoke about the government's systemic role in shaping responsible behavior. She presented the results of a study on the misuse of narcotic drugs, comparing data from Ukraine with indicators from the United States and EU countries. According to her, a striking example of the consequences of uncontrolled drug use is the opioid crisis in the United States.

Iryna Ivanchuk emphasized the need for cross-sectoral cooperation and the use of regulatory tools to prevent misuse and addiction.

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“Self-medication cannot be addressed solely through educational measures. We need coordinated state policy, clear standards of medical care, proper clinical regulation of access to medicines, and stable partnerships with the public sector,” she said.

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Clinical psychologist and Moderator of the Mental Health Division of the National Psychological Association of Ukraine, Hanna Naidionova, focused on the role of clinical psychologists in preventing self-medication and building trust between patients and the healthcare system.

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“Trust arises where there is partnership. When patients feel that they are heard and that decisions are being explained to them, the need for self-medication is significantly reduced,” the expert emphasized.

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A separate panel of the event was devoted to international and humanitarian experience – best practices in influencing public behavior that can be adapted to the Ukrainian context. Viktor Vus, Co-Chair of the MHPSS Thematic Working Group and representative of the International Medical Corps, spoke about international approaches. He emphasized the principle of “do no harm,” the importance of a unified MHPSS standard, and coordination among all participants at every level, highlighting a key challenge – the short-term nature of programs once project funding ends.

Nataliia Kornienko, Country Protection Manager at Polish Humanitarian Action (PAH), shared an overview of successful behavioral change examples and considered which of them could be adapted to the Ukrainian context, as well as common mistakes to avoid. Among the key issues mentioned were the lack of positive experiences in interacting with psychologists and low trust in services at the national level.

Oleg Chaban, Director of the Educational and Research Institute of Mental Health at Bogomolets National Medical University, Doctor of Medical Sciences, Professor, also joined the discussion. He emphasized that war naturally increases the demand for psychotropic drugs, but a serious risk arises when treatment becomes uncontrolled. Among the greatest dangers named by the speaker are addiction, cognitive impairment, and misdiagnosis.

According to the professor, effective prevention is possible only through a combination of clear referral pathways, proper control over the dispensing of medicines, short protocol-based interventions in primary healthcare, and the introduction of pharmaceutical “red flags.”

Serhii Andriichenko, a representative of the Ukrainian Psychiatrists Association and Head of the Medical Center of the State Medical Center of the Ministry of Internal Affairs of Ukraine in Kyiv and the Kyiv Region, spoke about the specifics of psychiatric care for Ukraine’s law enforcement agencies.

Summing up the discussion, the roundtable participants agreed that overcoming self-medication requires a comprehensive approach – a combination of psychological expertise, effective communication, systematic state policy, and cross-sectoral cooperation. This approach lies at the core of ZDOROVI’s advocacy project “Conscious Choice.” The project is being implemented to promote a responsible attitude toward one’s own health, reduce dangerous self-medication practices, and restore trust in professional medical and psychological care in Ukraine.

The event was implemented with the support of the Askold and Dir Fund as a part of the Strong Civil Society of Ukraine – a Driver Towards Reforms and Democracy Project, implemented by ISAR Ednannia and funded by Norway and Sweden.