Stayfree urges sons to emerge from the ignorant period

Watch the film conceptualised by DDB Mudra here

Sep 27, 2022 05:07:00 PM | Video | Campaign India Team

Stayfree has launched a campaign for Daughter’s Day, with an aim to encourage parents to talk to their sons about periods. Conceptualised by DDB Mudra, the film showcases how period talk is still considered taboo in the country. The film builds on the brand’s long standing campaign ‘It’s just a Period’. 
The film begins with different scenarios, where boys are seen asking their mothers, fathers and teachers about periods. In every situation, the boy is either told to stop asking questions and mind his own business, or is ignored. It also showcases situations where a bleeding girl walks in covering her stained uniform, because she’s too embarrassed to reveal that she got her periods. 
Manoj Gadgil, vice president, marketing, Johnson & Johnson consumer health, India, said, “Stayfree set about to normalise period conversations to create a world where no girl feels embarrassed of periods. The campaign #itsjustaperiod started this journey 2 years back. This year, Stayfree urges parents to talk to their sons and tell them it’s just a period. When boys too are part of the conversation, we can truly create a period friendly world. Having an open dialogue and addressing a child’s curiosity of periods can help us build a generation that is free of societal shame around menstruation.” 
Pallavi Chakravarti, creative head - West, DDB Mudra, said, “At what point do children find out that periods are to be spoken about in hushed tones or preferably not spoken about at all? When we say a girl is ashamed about her period, do we ever wonder why? Or stop to think of whom she is hiding from? These were the questions we sought answers to, as we took the platform idea of ‘It’s Just A Period’ into another year. Stayfree® has long believed that normalising the conversation involves everyone – not just one section of society – it was this belief coupled with our explorations that led us to the next chapter in our campaign – this Daughter’s Day, talk to your sons.”
Brand: Stayfree
Agency: DDB Mudra
Brand Team: Manoj Gadgil, Kashyap Gala, Anagha Bhojane, Arpita Kalubarme, Radhika Hingolikar
Creative: Rahul Mathew, Pallavi Chakravarti, Neeraj Kanitkar, Manish Darji, Neha Shefali, Narendra Patil, Shreya Acharya, Jaiee Thakur, Targun Kaur
Business: Nishant Saurabh, Gaurav Magotra, Dharal Goshalia, Priyanshu Dikshit, Spriha Walia
Strategy: Anand Murty, Sanchari Chakrabarty, Atreyi Nag
Production house: Klture Studios
Producer: Priyank Misra 
Director: Shoba Mohapatra
Production team: Sanjeep Pradhan, Aman Pant, Veljon Noronha, Bashab Bhattacharjee