Stayfree has rolled out a film that looks to change the way families approach conversations around periods.
Conceptualised by DDB Mudra, the film was released on the occasion of World Menstrual Hygiene Day (28 May). It's based on the insight that close to two million girls in India would have experienced their first period during the lockdown. The film titled #ItsJustAPeriod encourages families to adopt a positive and open approach towards menstruation.
Manoj Gadgil, VP - marketing, Johnson & Johnson, said, “This World Menstrual Hygiene Day is a reminder to us all that the onus of normalising the first period experience for every young girl lies with all of us. And during pandemics when she doesn’t have access to her teachers for information, families can and MUST play the most important role in this. Today is just a first step towards creating that awareness and Stayfree commits to help young girls and their families in this journey.”
Shagun Seda, creative head, DDB Mudra West, said, "There’s a lot of cultural baggage around periods in India. Period stigma has been perpetuated through generations with mothers handing down period shame to their daughters. So when a girl enters menarche, she usually turns to confidantes like her teacher and school friends instead of her mother or family members. But because of the lockdown, her first period experience will be a lonely one at home, with no one to talk to, and no place to hide. With this campaign, we want to encourage families that the first step in normalizing periods is to have an open conversation about it. To demonstrate this, we came up with the idea that her period is not hers alone, it’s everyone’s period."
Stayfree has also tied up with Menstrupedia, a period guide for girls which talks about what periods are and how to manage them better.