Stayfree – This Daughter’s Day, tell your sons #ItsJustAPeriod

With the message of including boys in the menstruation conversation, this daughter’s day, Stayfree® has launched a campaign ‘#ItsJustAPeriod’ to encourage parents to talk to their sons about periods.

When boys are told to ignore periods and that it’s none of their business, they grow up into men – husbands, fathers, grandfathers – uncomfortable talking about it, thus perpetuating the stigma around periods. With the message of including boys in the menstruation conversation, this daughter’s day, Stayfree® has launched a campaign to encourage parents to talk to their sons about periods.

The socially-relevant evocative new film builds on Stayfree’s award-winning campaigns from 2020 and 2021 – ‘It’s just a Period’ and stands as a testament to the brand’s mission to normalize period conversations in India.

“Stayfree® set about normalizing period conversations to create a world where no girl feels embarrassed of periods. The campaign #itsjustaperiod started this journey two years back. This year, Stayfree® urges parents to talk to their sons and tell them it’s just a period. When boys are part of the conversation, we can create a period-friendly world. Open dialogue and addressing a child’s curiosity about periods can help us build a generation free of societal shame around menstruation.” Manoj Gadgil, Vice President of Marketing, Johnson & Johnson Consumer Health, India.

Men, having been kept from the menstruation conversation for generations, think of periods as a women’s secret – unsure of their role and choosing to make themselves unavailable because they don’t know how to offer the much-needed support. Stayfree® has long been involved in all aspects of normalizing periods. These efforts include educational partnerships, promoting best practices for Menstrual Hygiene Management and encouraging open conversations on the subject by the people who matter the most to the young girl – her family.

This new Stayfree® film – conceptualized by DDB Mudra, directed by Shobha Mohapatra and produced by Priyank Misra of Klture Studios – aims to change the narrative of shame and silence around periods positively. 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 normalizing the conversation involves everyone – not just one section of society – it was this belief coupled with our explorations led us to the next chapter in our campaign – this Daughter’s Day, talk to your sons.”

Credits
Campaign: #ItsJustAPeriod
Brand: Stayfree®
Agency: DDB Mudra