Campaign details

Brand: Stayfree
Brand owner: Johnson & Johnson Pvt. Ltd.
Lead agency: DDB Mudra Group
Country: India
Industries: Feminine hygiene
Media channels: Events & experiential, Word of mouth, influencers
Budget: 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, partnerships and people.

This case study shows how Project Free Period activated this belief by helping women who had systematically been marginalised to reclaim their lost agency.

How was this accomplished? By unearthing an insight that was hidden in plain sight and also posed an unlikely opportunity – period days were the only ‘free days’ that women in the sex trade could look forward to. These free days, typically spent relaxing or completing errands, could be transformed into three days of learning. Learning that could develop skill-sets, offer viable economic alternatives for students and even equip them to choose a different journey, if they so chose.