Stayfree: Project Free Period

Stayfree, a menstrual hygiene brand, launched its Project Free Period to give sex workers in India the opportunity to develop other skills.

Campaign Details

Brand: StayfreeAgency: DDB MudraCountry: India

Why is This Work Relevant for Creative Strategy?

Our brief was ambitious and multi-faceted, to accelerate brand growth in a category where period conversations itself were taboo. We needed to shine a spotlight on conversations around women's issues and menstruation, creating tangible change in the process.

The idea challenged every convention around how brand communication should be done and how awareness should be built. Putting a marginalized group of women at the heart of our communication was a test of our brand purpose and resolve but also the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands