Stayfree: Project Free Period

Toru Jhaveri, Sanchari Chakrabarty

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Campaign details

Brand: StayfreeBrand owner: Johnson & Johnson Pvt. Ltd.Lead agency: DDB Mudra GroupCountry: IndiaIndustries: Feminine hygieneMedia channels: Events & experiential, Word of mouth, influencersBudget: Up to 500k

Executive summary

Feminine care brand Stayfree believes that the most important factor that can change how a woman lives her life is her ability to make choices – in particular her choices about how she frames and pursues personal progress. This truth has been the basis for the way Stayfree defines its purpose, and is reflected across Stayfree’s products,...

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