Stayfree: Putting every woman's health to the test

Thiscase study explains how Stayfree, the feminine hygiene brand, addressed the issue of anaemia amongst women in India with its charitable foundation, Women for Change.

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...

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