Stayfree Launches Campaign for Healthy Period Conversations on Daughter’s Day
In celebration of Daughter’s Day, Stayfree, a leading brand in menstrual hygiene, has launched a new campaign aimed at normalizing conversations about periods within families. The initiative emphasizes the importance of educating not only girls but also young boys about menstrual health to create a more supportive environment for daughters.
Traditionally, discussions about periods have been limited to women, often leading to feelings of shame and discomfort. Stayfree aims to change this narrative by encouraging parents to start open conversations with their sons about menstruation. By doing so, they hope to create a society where periods are viewed as a natural part of life, rather than a taboo topic.
The campaign, titled “It’s Just a Period,” builds on Stayfree’s previous efforts over the last four years. Initially focused on fathers talking to their daughters about periods, it has now expanded to include discussions with sons. The simple yet impactful idea is to encourage boys to participate in purchasing sanitary napkins, thereby normalizing the conversation around periods.
Conceptualized by DDB Mudra, Stayfree’s latest digital film showcases relatable family moments. It captures heartwarming scenes where parents discuss menstruation with their sons, reinforcing that these conversations are not only necessary but also beneficial for everyone involved.
For instance, a mother is shown encouraging her son to buy sanitary napkins without feeling awkward, while another mother explains menstruation as a healthy and regular experience. A father also shares the importance of being considerate towards women during their periods. The film’s message is clear: “When we make our sons comfortable with periods, we help our daughters feel comfortable too.”
Manoj Gadgil, Vice President at Kenvue, expressed that periods have historically been shrouded in silence, creating stigma around them. He emphasized the need for families to address this issue together. “True change in society is impossible when one half of the population is excluded from the conversation,” he stated.
Similarly, Rahul Mathew, Chief Creative Officer at DDB Mudra Group, highlighted that men’s involvement in these discussions is crucial for normalizing the topic of menstruation. He noted that many women feel uncomfortable about periods partly because men often avoid the subject.
As part of this campaign, Stayfree is collaborating with various influencers who share their experiences of normalizing period discussions within their families. By fostering open conversations, Stayfree aims to empower young girls to feel confident and unashamed about their menstrual health, ultimately promoting a culture of understanding and support.
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
1st AC: Roy Gurav
1st AD: Rishav Agarwal
DA: Prachi Arora, Kavya Kashyap
2nd 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)
