Bulgarian Fund for Women

If your thoughts are taking you in a wrong direction

Agency: Direct Media KRES


In Bulgaria psychotherapy is not well understood and is considered more a luxury than a necessity. Many women cannot recognize the origin of their pain and distress and keep suffering. Mental health care is undervalued.
The Bulgarian Fund for Women launched a project to raise awareness about the mental health of women. Through the platform there was free access to psychotherapy sessions.
As a part of the communication campaign, we made a strategic partnership with Sofia City Metro. We used a common element of the metro environment – the route map. We gave it an additional task – to remind women that there is a place where they will be heard.

This professional campaign titled 'If your thoughts are taking you in a wrong direction' was published in Bulgaria in November, 2022. It was created for the brand: Bulgarian Fund for Women, by ad agency: Direct Media KRES. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 9 months ago by Creative Director: Stanislava Ivkova of Direct Media KRES.


Advertising Agency: Direct Media KRES
Creative Director: Stanislava Ivkova
Senior Copywriter: Teodor Manolov
Art Director: Dennitza Cherneva
Visual and Motion Graphics Art Director: Maria Cheshmedzhieva
Account Manager: Nikoleta Mancheva
Head of business development and strategy: Dobromir Dzhurov

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