Stayfree rolled out a film on Daughter's Day (22 September) through which it urged parents to talk about periods to their son, in order to normalise it for their daughter.

Conceptualised by DDB Mudra Group, the film titled '#BetaStayFreeLeAana' (son, get a pack of Stayfree), encourages parents to talk to their sons about periods from a young age. It shows how women (and a man) encourage their young sons to not feel awkward about buying sanitary napkins on a grocery run. It states how when sons are comfortable with period conversations, daughters are also made comfortable.  

What we think about it: We laud Stayfree's intent on continuing the conversation around periods and trying to normalise it. The short appearance of the shopkeeper and his hesitation is something that needs to be tackled too.

Manoj Gadgil, vice president, marketing and business unit head - essential health, Kenvue, said, “Periods have traditionally been a hush hush conversation limited to the women of the house with male members asked to look away creating a society where periods are seen as social stigma. When one half of the population is kept out of this conversation true change in society is impossible. At Stayfree, we are committed to normalising period conversations and to create a world where no girl feels shame, fear or discomfort about periods. In our fourth edition, we take a real actionable step by not only urging parents to tell their sons ‘It’s just a period’ but also perhaps to go buy a sanitary napkin for their mother or sister taking a decisive step to end generations of stigma associated with periods.”

Rahul Mathew, chief creative officer, DDB Mudra Group, added, “Over the years, Stayfree has been committed to normalising the conversation around periods. And a big cohort in the normalisation journey needs to be men. Women feel more uncomfortable because men are not comfortable around the topic of periods. So, a good place to start the conversation is with boys.”

The digital campaign will be seen across Youtube, Meta and leading OTT channels. 

CREDITS:

Brand: Stayfree 
Brand team: Manoj Gadgil, Supriya Srinivas, Prateek Agarwal, Radhika Hingolikar, Amana S, Gitanjali Sabikhi
Agency: DDB Mudra Group
Creative: Rahul Mathew, Siddhesh Khatavkar, Harshada Menon, Rishabh Kallyat, Jyotsna Mohanty, Puru Walanj, Baskar Subbiah Thevar, Kanchi Undevia
Business: Saad Khan, Pooja Mehta, Snehal Wasnikar, Kanchan Joshi
Strategy: Shashank Lanjekar, Atreyi NagFilms: Jay Gaikwad, Alisha D’souza 
Production house: Mothership Productions 
Director: Gaurav Gupta
Executive producer: Kashif Memon
Producer: Aditya Dighe