Stayfree: Project Free Period

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Campaign details

Advertiser: Johnson & Johnson, IndiaBrand: StayfreeAgency: DDB Mudra MumbaiCountry: India

Objectives

Stayfree exists in the business of menstrual health but has a much larger purpose. Stayfree sees pads as enablers, giving girls and women the physical and psychological reassurance to go further and grow meaningfully. This belief system is core to the brand and shapes how products are designed, people are recruited, processes are deployed and partnerships are built.

After pioneering the establishment of the menstrual health business in India, encountering cultural resistance every step of the way, Stayfree had to...

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