Oksana Zholnovych: "We Are Changing the Philosophy of Care – From Institutions to Supported Independent Living"

Ukraine has launched the nationwide social change campaign "Accessibility Is When You Can", aimed at promoting the principles of accessibility and engaging people in building a barrier-free Ukraine.

The campaign is implemented as part of the national strategy for an accessible environment, alongside government flagship projects, in cooperation with UNICEF and under the initiative of Ukraine’s First Lady Olena Zelenska, "Without Barriers".

"Accessibility is not about limitations but about equality and dignity for everyone. For people with and without disabilities, for the oldest and the youngest, for children in wheelchairs and their parents, for those who have strength and those who may not feel well physically or psychologically – because we all feel that way at some point in life. Accessibility does not divide. It unites us all," emphasized the First Lady.

According to a 2024 national study conducted by the Center for Social Change and Behavioral Economics with UNICEF support, 87% of Ukrainians consider accessibility a societal value. However, understanding of the concept needs deepening: 26% of respondents do not grasp its full meaning.

"Creating an inclusive society where every child and family has the chance to realize their potential is an investment in Ukraine’s present and future. We are proud to support the Ukrainian government on this path. This campaign carries a clear message: accessibility is about opportunities for everyone. Its goal is to unite authorities, businesses, society, and media around a shared vision where all can achieve anything," said Munir Mammadzade, UNICEF Representative in Ukraine.

The first wave of the campaign began with a video manifesto, "When You Can", explaining six key dimensions of accessibility: physical, informational, digital, socio-civic, educational, and economic.

The second wave will engage people in creating accessible environments in their communities, ensuring equal participation in society regardless of age, gender, social status, place of residence, or other characteristics.

As part of the National Strategy for an Accessible Environment, the Ministry of Social Policy is implementing the flagship "Supported Living"project. This social service enables people with disabilities and older adults to live not in institutions but in communities – in comfortable settings (small homes or apartments) with necessary support from social workers. Residents live in specially adapted housing, where they can make choices, develop skills, and manage their lives while receiving assistance with daily tasks, education, and socialization.

During the campaign launch event, Minister of Social Policy Oksana Zholnovych shared the story of 18-year-old Mykola, a young man with disabilities living in the "Family Home" supported living facility in Kyiv Oblast.

"When First Lady Olena Zelenska and I visited a supported living home in Fastiv, Mykola’s story deeply moved me. After 18 years in an institution, he had no freedom of choice – a reality the state still imposes on many in care homes. Now, in a supported living home instead of a psychiatric facility, Mykola has begun to truly live. He learns new skills, cooks independently, uses a phone, practices floristry, and even dreams! This is the result of the new care philosophy we are implementing – one that empowers rather than isolates. We want such stories to become the norm," said Oksana Zholnovych.

The Ministry of Social Policy is piloting supported living services in communities as part of reforming institutional care for older adults and people with disabilities. Currently, 14 supported living homes across 5 regions house 81 residents. In 2025, 2,000 people will access supported living and residential care services.

Background:

The "Accessibility Is When You Can" campaign is implemented under Ukraine’s National Strategy for an Accessible Environment and the First Lady’s "Without Barriers" initiative, with financial support from Germany’s Federal Ministry for Economic Cooperation and Development (BMZ) via KfW Development Bank.

Learn more about Ukrainian ministries’ flagship projects under the National Strategy. To join the accessibility campaign, use the visual and messaging guide and campaign materials.

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