New campaign launched to combat domestic violence: Ministry of Social Policy, Family and Unity

War, chronic stress, and exhaustion alter our perception of reality. Things that once seemed completely unacceptable can now feel like normal, everyday occurrences. Unfortunately, this also applies to manifestations of domestic violence.

Now, in the fifth year of the full-scale invasion, 87% of Ukrainians report experiencing stress, with 54% citing exhaustion as their primary emotional state (Gradus report). This takes a toll on the ability to think critically, assess situations, and make sound decisions. In a state of total depletion, the likelihood of justifying violence increases, while the capacity to call things what they really are significantly diminishes.

According to UNFPA, the United Nations Population Fund in Ukraine, only 63% of Ukrainians can recognise the signs of psychological violence, and only about half can identify economic abuse. Furthermore, a mere 13% of people know how to contact support organisations and services.

In response, UNFPA Ukraine, in partnership with the Ministry of Social Policy, Family and Unity of Ukraine, with financial support from Norway and in collaboration with the NGO “Internews Ukraine”, has launched a public awareness campaign on combating domestic violence.

The campaign aims to help people spot the early warning signs of abuse and remind them of the available support.

"War and constant stress change our perception. Things that once felt unacceptable in peacetime can become normalised. However, abuse should never be normalised under any circumstances. We need to learn to recognise the early signs and raise this issue in society so people know where to go and seek help," states Liudmyla Shemelynets, First Deputy Minister of Social Policy, Family and Unity of Ukraine.

According to the National Social Service of Ukraine, over 1.08 million reports of domestic violence have been recorded in Ukraine over the past five years. The majority of the survivors are women. However, the actual numbers are likely much higher, as statistics show that only one in three survivors reaches out for help.

To draw attention to the issue, the campaign reframes signs of abuse within a familiar, everyday context: an ordinary grocery basket. Amid the exhaustion caused by air raid sirens and sleep deprivation, it's easy to overlook total control, humiliation, or constant belittling. It's equally easy to write them off as symptoms of difficult circumstances and try to keep "carrying the burden" alone.

But you don't have to carry everything that ends up in your basket.

The campaign emphasises a key message: just because abuse becomes less visible doesn't make it the norm. And no circumstances can ever justify it.

Despite the numerous challenges of the war, combating violence and building a systemic support network for survivors remain top priorities for the Government and international partners.

"Together with the Government of Ukraine, we are working to ensure that absolutely no circumstances of the war—no matter how dire—are used as an excuse for domestic and gender-based violence. Our shared goal is to ensure that anyone facing this violence is not left to deal with it alone. They have a right to information, professional help, and support from both state services and their communities," says James Okara Wanyama, UNFPA Deputy Representative to Ukraine.

If you or your loved ones are experiencing domestic violence, please reach out for help by calling the Government hotline at 15-47 (available 24/7, strictly confidential).