Stayfree: Putting every woman's health to the test
Nikita Shah
Campaign details
Brand owner: Johnson and JohnsonLead agency: McCann Worldgroup IndiaBrand: StayfreeCountry: IndiaIndustry Feminine hygieneChannels used: Earned media, buzz, Events and experiential, Internet - microsites, Newspapers, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Public relations, Radio, Social media, Sponsorship - event, property, Television, Word of mouth, advocacyMedia budget: 3 - 5 million
Executive summary
This is the story of how sanitary brand Stayfree, under the aegis of its Women for Change foundation, tackled the national statistic of...