Challenge

During the full-scale war, Ukrainian parents and children live under constant psychological pressure. Mental health care is critically important, yet in everyday reality people struggle to find the time and resources even for a short pause for themselves. We needed to create a format that requires minimal effort — just a moment.

Make mental health care a simple daily habit for Ukrainian families.

Idea

Momental is an empathetic digital character helping Ukrainian families care for their mental health.

To turn mental self-care into a short, friendly, and accessible daily ritual, together with UNICEF we created Momental — a mental health coach who helps Ukrainian families take care of themselves in just a few minutes a day. This became possible through simple exercises developed by leading Ukrainian psychologists and shared via social media, a website, and a mobile app. Momental’s form and personality constantly change, just like our emotional states. It can appear as a cloud, a cat, a pillow, or a mountain. The identity features soft animation and pastel colors, while the tone of communication is warm and ironic, making it easy to connect with both children and adults.

Credits
& Outcome

More than 200,000 people interacted with Momental on the very first day after launch.

Account Manager: Alina Zanizdra
Creative Copywriter: Daria Tarasevich
Designer & Illustrator: Yana Hrytsiuk
Art Director: Olena Horobets
Motion Designer: Vladyslav Kalensky
Sound Designer: Igor Bondarenko
SMM Manager: Olena Kliuchnykova