PRIMARY PREVENTION AS A STRATEGY FOR STRENGTHENING THE SOCIAL RESILIENCE OF THE POPULATION IN WARTIME

Abstract

The article examines primary social prevention as a strategic mechanism for strengthening social resilience in Ukraine during the period of martial law. The authors conceptualize primary prevention as an integrated system of preventive, psycho-educational, and communication tools aimed at reducing social risks, fostering a culture of mutual support, and enhancing social capital. The methodological framework combines sociological, psychological, social work, and public administration approaches. The study systematizes international practices (WHO, UNICEF, UNDP, OECD) and highlights key challenges caused by the war, including mass displacement, increased anxiety, weakened social ties, and declining institutional trust. Special attention is given to the concept of “branding social behaviour,” which frames socially responsible, emotionally resilient, and solidarity-based behaviour as a desirable social norm. The article outlines a multilevel prevention model (individual, group, and community levels) and details relevant tools such as social awareness campaigns, resiliencebuilding educational programs, art-therapy initiatives, digital solutions, and community-based projects. Examples of Ukrainian practices, including activities of educational institutions, veteran hubs, and civil society organizations, are analyzed. The authors conclude that primary social prevention should become a central direction of Ukraine’s social policy during the war and post-war recovery, serving not only to mitigate risks but also to rebuild trust, strengthen solidarity, and support long-term psychological and social resilience.