Stayfree: Women for Women

This case study describes how Stayfree, the feminine hygiene brand, partnered with UNICEF, the charity, to campaign for better hygiene facilities for Indian women.

Stayfree: Women for Women

Dhiren Amin and Kanishka Upadhaya

Campaign details

Brand owner: Johnson & JohnsonAgency: McCann WorldgroupBrand: StayfreeCountry: IndiaChannels used: Email marketing, Events and experiential, Internet - display, Magazines - consumer, Mobile and apps, Newspapers, Online video, Radio, Social media, TelevisionMedia 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.

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