Mental health has become one of the greatest challenges Ukrainians have faced since the beginning of the full-scale war. Constant stress, loss, forced displacement, living under shelling, and ongoing uncertainty have significantly increased the need for professional psychological and psychiatric support.

At the same time, another alarming trend has rapidly intensified — self-medication with psychoactive medicines.

To address this challenge, the ZDOROVI Charitable Foundation launched the «Conscious Choice» advocacy program. Its goal was to promote the responsible use of psychoactive medicines in Ukraine, encourage people to seek professional help, and lay the groundwork for long-term systemic improvements in the country's mental health system.

Over the course of a year, the ZDOROVI team implemented the program with the support of the Askold and Dir Foundation, administered by ISAR Ednannia, within the initiative «Strong Civil Society of Ukraine – A Driver Towards Reforms and Democracy,» funded by the Governments of Norway and Sweden.

Although the grant has come to an end, the advocacy work continues. Transforming the system, reducing self-medication and the uncontrolled use of psychoactive medicines, and influencing national policies cannot be achieved through a single project. It is a long-term process that requires cooperation between government institutions, healthcare professionals, experts, patients, and civil society.

Turning Challenges into Solutions

From the very beginning, the ZDOROVI team set an ambitious goal: not simply to run an awareness campaign, but to initiate a professional dialogue capable of influencing Ukraine's mental health policy in the long term.

To achieve this, an expert working group was established under the leadership of Valeriia Palii. The group brought together representatives of the Ministry of Health of Ukraine, the National Health Service of Ukraine, psychiatrists, psychotherapists, psychologists, mental health experts, patient organizations, and civil society representatives.

Throughout the year, the working group analyzed existing challenges, developed expert recommendations, and prepared proposals aimed at improving national mental health policy.

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Helping People Understand Instead of Scaring Them

Another important component of the project was the development of analytical and educational materials designed to help people better navigate mental healthcare.

Among these initiatives was a study examining current challenges in the field of mental health, as well as the publication «Psychologist, Psychotherapist, or Psychiatrist: Who Should You Turn to When You're Struggling?» The guide clearly explains the differences between these professionals and helps readers understand when psychological support may be sufficient, when psychotherapy is appropriate, and when it is necessary to consult a psychiatrist.

These resources became another important step toward reducing stigma surrounding mental health and fostering a culture of seeking timely professional support.

The Project Has Ended. The Change Has Not.

For the ZDOROVI team, the completion of grant funding has never meant the end of the work.

The recommendations developed throughout the project, the expert network that has been established, and the cross-sector partnerships that have been built continue to serve as a strong foundation for future progress in mental health.

The team remains committed to advancing advocacy initiatives, expanding professional dialogue, and promoting solutions that will help make Ukraine's mental health system more accessible, modern, and people-centered.

Looking Ahead

We believe that a culture of responsible mental health care begins not only with access to quality services, but also with trust, open dialogue, and personal responsibility for one's own well-being. That is why 'Conscious Choice' became much more than an awareness or advocacy campaign for ZDOROVI—it became a tool for systemic change. We brought together government institutions, healthcare professionals, patients, and civil society around a shared goal: making mental health a priority in both public policy and public awareness. Although the grant has ended, this work is only gaining momentum,» said Natalia Tulinova, Founder and CEO of ZDOROVI.

The Conscious Choice program may be concluding as a grant-funded initiative, but its mission continues. Building a culture of responsible attitudes toward mental health is a long-term endeavor that requires sustained cooperation among government institutions, healthcare professionals, civil society organizations, international partners, and every individual.

For this reason, the ZDOROVI team will continue working to ensure that mental health remains one of the key priorities in the development of Ukraine's healthcare system.