Stayfree: Women for Women

Dhiren Amin and Kanishka Upadhaya

Campaign details

Brand owner: Johnson & Johnson
Agency: McCann Worldgroup
Brand: Stayfree
Country: India
Channels used: Email marketing, Events and experiential, Internet - display, Magazines - consumer, Mobile and apps, Newspapers, Online video, Radio, Social media, Television
Media budget: Over 20 million

Executive summary

While India may be seen as an emerging superpower, this is not reflected in the condition of Indian woman. In certain parts of this country, millions of women are deprived of basic hygiene facilities. For them, hygiene is a privilege.

Stayfree in association with UNICEF created a movement called 'Stayfree Women for Change' to reduce disparities amongst women with regards to sanitation. This also served as an opportunity to leverage Stayfree's equity in the premium tier and to strike a chord with the premium set of consumers, who otherwise lacked association with the brand.

Market background and business objectives