Stayfree: It's Just A Period

Stayfree, a brand of menstrual hygiene products owned by Johnson & Johnson, strove to ease the tension surrounding menstruation in Indian.

Campaign Details

Brand: StayfreeAdvertiser: Johnson & JohnsonAgency: DDB MudraCountry: India

Campaign objectives & challenges

India is a land of dichotomy: sanitary napkins are still fighting a cultural battle

For a country well on its way to becoming a digital powerhouse, India is surprisingly backward when it comes to certain issues. A long history of taboos and cultural baggage holds us back from making meaningful progress.

Young girls in India find themselves trapped in a cycle of shame and silence, when it comes to menstruation. From the moment they hit menarche, cultural biases around...

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