ISD Group – Puberty: instagram animated series for teens about sex
Client: UNFPA Ukrain
Award:
SILVER for series – Kyiv International Advertising Festival – SOCIAL GOALS CONTESTS / CHILDREN: HEALTH/SAFETY/HAPPINESS – FILM

Viktor Shkurba – Creative Director, [isdgroup]
Oksana Gonchar – Creative Group Head, [isdgroup]
Maryna Kizilova – Art director, Illustrator, [isdgroup]
Yulia Ivakina – Copywriter, [isdgroup]
Svitlana Mironchuk – Account Director, [isdgroup]
Yaroslava Sidorchuk – Project Team Lead, [isdgroup]
Darina Baranova – Account Manager, [isdgroup]
Iryna Lipavska – Graphic Designer, [isdgroup]
Michael Traverse – Strategic Director, [Reiseplan]
Alina Revenko – Strategist & Psychologist, [isdgroup]
Glib Andrushyn – Strategist, [Reiseplan]
Dariia Boiko – Strategist, [Reiseplan]
Maria Kochmaruk – Media Director, [Hashtag]
Kateryna Kaniuk – Account Manager, [Hashtag]
Olga Fedii – Project Manager, [Hashtag]
Margarita Izhko – Designer, [Hashtag]
Roman Kostenko – Media manager, [Hashtag]
Oksana Kurmaz – Illustrator, Animator
Zvoolab Audio – Sound Design
Liudmyla Shevtsova – Project Associate, Youth, UNFPA Ukraine
Nataliia Martynenko – Programme Analyst, Youth/HIV, UNFPA Ukraine
Maryna Semenenko – Communication and Media Associate, UNFPA Ukraine
Alona Zubchenko – Communications and Advocacy, UNFPA Ukraine

In Ukraine, unlike most civilized countries, there are no sex education classes in schools. So teenagers “learn” through porn and bloggers’ advice. But the sex topic at this age is not only about the body. It is about a whole flurry of feelings and doubts, and the “formal” knowledge in biology textbooks only enhances them. Moreover, the war made them even more mentally and physically vulnerable.

To fill the gap in quality sex education, we launched an animated series about sex, in which, for the first time, the main role has the inner state of all teenagers, Puberty. It has no sex and gender, because it is important for boys to understand girls’ problems and vice versa, and teenage experiences actually have many similarities.

Puberty’s main feature is that it constantly changes its shape in the frame: through the body, it manifests all the reactions to the world. Teenagers often cannot describe their feelings and react exaggeratedly to everything. So our hero speaks with hundreds of forms instead of words.

In each 1-minute episode, Puberty goes through an experience that biology textbooks will not cover: when a disgusting hand touches you in the elevator, when your partner’s hand suddenly feels your leg hair, or when gonorrhea settles in “there” instead of butterflies after sex… All the information is verified and expert, with a focus on inner feelings. So Puberty bursts with anger, flattens with worries, or drips onto the floor in a puddle of shame. The whole flurry of exaggerated feelings!