Mumbai: This Daughter’s Day, menstrual hygiene brand Stayfree launched a digital campaign emphasizing the importance of healthy period conversations within families, helping girls feel comfortable about their periods. Normalizing discussions about menstruation among young boys is crucial, and Stayfree encourages parents to talk to their sons about periods early on.
Four years ago, Stayfree’s ‘It’s Just a Period’ campaign aimed to transform the shame and silence surrounding periods into open dialogue within families. Initially focusing on fathers discussing periods with their daughters, the initiative has evolved to include the ‘Talk to your Sons’ campaign, urging parents to tell their sons, “it’s just a period.” This year, Stayfree’s new film takes another bold step with the call to action #BetaStayfreeLeAana to challenge generational taboos.
Conceptualized by DDB Mudra, the digital film portrays relatable family moments, showcasing heartwarming conversations between parents and sons. From a mother reassuring her son about buying sanitary napkins to a father teaching his son the importance of supporting women during their periods, the film sensitively addresses various household situations that help boys feel comfortable discussing menstruation.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- 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 one half of the population is kept out this conversation true change in society is impossible. At Stayfree®, we are committed to normalizing period conversations and to create 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 important of healthy period conversations in families sharing personal experience of how they have normalised period conversations with their sons. The digital campaign will be seen across Youtube, Meta and leading OTT channels.
Campaign 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
