MUMBAI, INDIA — In honor of Daughter’s Day, menstrual hygiene brand Stayfree launched its latest digital campaign highlighting the importance of healthy period conversations within families that help the girl become comfortable about her periods. Normalizing periods among young boys is a critical step within a family construct. Stayfree encourages parents to talk to their sons about periods from a young age. With this campaign, Stayfree has come up with a simple yet powerful idea for parents to initiate this conversation by asking them to buy a sanitary napkin.
Four years ago, Stayfree launched its “It’s Just a Period” campaign, championing healthy period conversations amongst people who matter most to a young girl — her family. The campaign aims to positively change the narrative of shame and silence often associated with periods and instead create a world where conversations about periods are normalized. In this journey, Stayfree first encouraged fathers to take part in conversations about periods with their daughters. This extended to the “Talk to your Sons” campaign, encouraging parents to destigmatize periods by letting their sons know that “it’s just a period.” This year, Stayfree with its latest film takes another bold step in this direction with a simple call to action #BetaStayfreeLeAana, to end generations of taboo.
Conceptualized by creative agency DDB Mudra, the new digital film captures poignant everyday moments among families and heartwarming, relatable conversations between parents and their sons. From one mother encouraging her young son not to feel awkward about buying sanitary napkins on a grocery run to a father explaining to his son the need to care for women during their periods, the film highlights various situations that help normalize periods among boys. The film leaves us with a powerful yet very simple message, “When we make our sons comfortable with periods, we make our daughters comfortable with it too.”
Manoj Gadgil, Vice President, Marketing and Business Unit Head of Essential Health, Kenvue said, “Periods have traditionally been a hush-hush conversation limited to the women of the house with male members asked to look away creating a society where periods are seen as social stigma. When half of the population is kept out of this conversation, true change within society is impossible. At Stayfree, we are committed to normalizing period conversations and creating a world where no girl feels shame, fear, or discomfort about periods. In our fourth edition, we take a real actionable step by not only urging parents to tell their sons, “It’s just a period,” but also perhaps to go buy a sanitary napkin for their mother or sister, taking a decisive step to end generations of stigma associated with periods.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group shared, “Over the years, Stayfree has been committed to normalizing the conversation around periods. And a big cohort in the normalization journey needs to be men. Women feel more uncomfortable because men are not comfortable around the topic of periods. So, a good place to start the conversation is with boys.”
As a part of the new campaign, Stayfree has collaborated with popular national and regional influencers to highlight the importance of healthy period conversations in families sharing personal experiences of how they have normalized period conversations with their sons. The digital campaign will be seen across YouTube, Meta, and leading OTT channels.
CREDITS:
Brand: Stayfree
Agency: DDB Mudra Group
Brand Team: Manoj Gadgil, Supriya Srinivas, Prateek Agarwal, Radhika Hingolikar, Amana S, Gitanjali Sabikhi
Creative: Rahul Mathew, Siddhesh Khatavkar, Harshada Menon, Rishabh Kallyat, Jyotsna Mohanty, Puru Walanj, Baskar Subbiah Thevar, Kanchi Undevia
Business: Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi
Strategy: Shashank Lanjekar, Atreyi Nag
Films: Jay Gaikwad, Alisha D’souza
Production House: Mothership Productions
Director: Gaurav Gupta
Executive Producer: Kashif Memon
Producer: Aditya Dighe
DOP: Linesh Desai
First AC: Roy Gurav
First AD: Rishav Agarwal
DA: Prachi Arora, Kavya Kashyap
Second AD: Aviral Garg
Production Design: Ambika Acharya
Casting: Aashish (Castingwaala Company)
Actors: Aashiqa, Divya Unni, Tina Bharti, Atharva, Vishal, Aditya Raj, Ambrish, Bhavin
HMU: Karan Singh
Sync Sound: Ajay
Line Producer: Shivnar Konar
Associate Line Producer : Karan Kandhari
Production Manager: Mautaseem Khan
Post Producer: Nikunj Jain
Offline Editor: Ayrton Pereira
Music Composer: Amey Ghule
Sound Engineer: Rishabh Bose
Online Editor: Satish Patil
Grade: Mahak (Bridge Post Works)
