Johnson and Johnson Stayfree: It's just a period – bringing men into menstruation

Stayfree, a period product brand owned by Johnson and Johnson, helped destigmatize periods in India with the It’s Just a Period- Bringing Men in Menstruation media campaign.

The communication goal

In a category that's trying to 'manage' periods, Stayfree wanted to normalize it - especially when the first period equals trauma & isolation. 2 million girls entered menarche in the lockdown, but 71% knew nothing about it, because periods are projected as shameful.

The idea was to bring men into the menstruation conversation to show every girl 'it's just a period'

The situation analysis

  • India celebrated women and their journeys, while perpetuating a cycle of shame and victimization at the same time
  • The pandemic paused progress, but it didn't pause periods
  • Period trauma started at home,...

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