StayFree: Breaking taboos by breaking silence

Sanchari Chakrabarty

Stayfree, the sanitary napkin brand, sparked lasting change and broke down years of archaic thinking with its It's Just a Period campaign in India.

Campaign details

Brand: Stayfree Brand owner: Johnson & Johnson Entrant company: DDB Mudra GroupIdea creation: DDB Mudra Group Mumbai Market: India Sector: Feminine hygiene Media channels: Public relations, Social media, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Stayfree broke a years-old taboo with one awkward conversation.

Stayfree discovered  that right from her first period, girls are taught to keep menstruation hidden from men, even their fathers.  So we decided to disrupt a generations-old belief system by bringing men into menstruation from...

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