The goal of the campaign is to draw attention to the importance of a responsible approach to mental health, seeking professional help promptly, and receiving safe treatment under the supervision of specialists.‍

The problem of widespread self-medication, self-prescription of psychoactive medications, and the use of medicines without proper medical supervision is particularly acute in Ukraine today.‍

Ukrainians have been living through war, under constant psychological pressure, experiencing pain and loss, and seeking inner strength for many years. It is no surprise that people are looking for quick solutions to help them cope with mental health challenges.‍

Unfortunately, this has led to dangerous trends such as:‍

• self-prescribing medication;
• using artificial intelligence tools instead of consulting a doctor;
• seeking advice from acquaintances who are already taking antidepressants or other psychoactive medications, rather than following a specialist’s recommendation;
• consulting a pharmacist instead of a doctor.

‍At the same time, people do not always fully realize the risks of such decisions, since psychiatric medications must be prescribed individually by a specialist after reviewing the patient’s medical history and completing all necessary steps in diagnosis and treatment.

‍Taking medications without a proper doctor’s prescription, incorrect dosing, or discontinuing therapy without medical supervision can be dangerous to patients. In particular, psychoactive medications may have numerous side effects that, in the hands of a non-specialist, can do more harm than good.

‍However, we must emphasize that ZDOROVI is not opposed to medication-based treatment. Our position is that:‍

• patients should seek professional help without delay;
• treatment should be prescribed and monitored by a specialist;
• the public should better understand the difference between a psychologist, a psychotherapist, and a psychiatrist;
• stigma surrounding mental health conditions and seeking help should be reduced;
• information about mental health should be built on evidence-based approaches.

‍This can only be achieved through a comprehensive approach and professional expertise. That is why ZDOROVI is launching the #MakeConsciousChoice information and awareness campaign as part of the broader advocacy program Conscious Choice. The program also includes roundtables and expert discussions, the publication of a series of expert articles and interviews, engagement of family doctors and collaboration with medical institutions, as well as the procurement of medications for psychiatric facilities in Ukraine totaling UAH 3.7 million.

The Conscious Choice project is 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.