Stayfree: Bringing Men into Menstruation

Stayfree, a menstrual product brand, launched a campaign in India to educate men about menstruation and increase engagement on the topic of the menstrual cycle with an online film and promotion by male celebrities and influencers.

Campaign details

Brand: Stayfree Brand owner: Johnson & Johnson Entrant company: DDB MudraIdea creation: DDB Mudra Group Mumbai Market: India Sector: Feminine hygiene Media channels: Content marketing, Word of mouth, Influencers, KOLs, Social mediaBudget: Up to 500k

Executive summary

Even in the year 2020, women lived in constant contradiction. India celebrated women's successes but denied them the right to menstruate with dignity, the pandemic was going to add fuel to the fire. Two million young girls were going to experience their first periods during...

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