Behind Stayfree’s 4-Year Campaign to Rid Girls of Period Shame
On a mission to break stigmas around periods among not only young girls and women, but young boys and fathers, Stayfree has been encouraging more healthy conversation among Indian society.
Created with DDB Mudra, the campaign, which kicked off with ‘It’s Just a Period’ four years ago, has worked to open up the conversation over the years to include even fathers and sons who have traditionally been uninvolved in taboo topics such as these. The latest film sensitively highlights various situations in the household and helps boys feel comfortable with the topic of periods, leaving viewers with a powerful message, “When we make our sons comfortable with periods, we make our daughters comfortable with it too.”
Here, Manoj Gadgil, business unit leader in essential health and skin health and vice president – marketing at Kenvue (Stayfee’s holding company) talks to LBB’s Sunna Coleman about the brand’s long-term commitment to breaking the stigma around periods in India and why it’s important to bring young sons and fathers into the conversation.
LBB> From ‘It’s Just a Period’, to ‘Daughters Day’ and now, ‘Talk to Your Sons’, Stayfree has been committed to breaking taboos around the subject of periods in India. Talk around periods is often shied away from all over the world, but tell us about the specific issues in India.
Manoj> In India, 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 a social stigma. Additionally, there have been many social taboos and societal barriers associated with periods, resulting in girls feeling ashamed or embarrassed to discuss it openly. At Stayfree, we are committed to normalising period conversations and to create a world where no girl feels shame, fear or discomfort about periods.
Four years ago, Stayfree launched the ‘It’s Just a Period’ campaign championing healthy period conversations among people who matter most to a young girl – ‘her family’. The campaign aims to positively change the narrative of shame and silence often associated with periods and instead create a world where conversations about periods are normal. In this journey, Stayfree first encouraged fathers to be a part of period conversations with their daughters. This campaign extended to the ‘Talk to your Sons’ campaign encouraging wider conversation about periods from a young age.
LBB> Why was it important to the brand to focus on this initiative and have uncomfortable conversations?
Manoj> Periods are a normal part of life for every girl. It is a natural biological process and an important aspect of women’s health. It should never be a source of shame or stigma and should be discussed as openly as any other topic. Yet for generations, periods have been seen as a social stigma, associated with cultural taboos, with men largely kept away from these conversations. When one half of the population is not included, true change in society is impossible.
LBB> For the latest campaign, why did the brand make the decision to bring sons into the conversation? Can you tell us about the inspiration behind the ad?
Manoj> When boys are told to ignore periods and that it’s none of their business, they grow up into men, husbands and fathers who are uncomfortable talking about it, thus perpetuating the stigma around periods.
As a brand, we champion healthy period conversations within families that help girls to become comfortable about their periods. Within a family construct, normalising periods among young boys is a critical step. Stayfree encourages parents to talk to their sons about periods from a young age. With our latest campaign, we took another bold step encouraging parents to initiate the period conversation by asking their young son to buy a sanitary napkin.
During this process, there is an unknown silence created within the family, which leads girls to learn to be ashamed of their periods. Eventually it ends up creating discomfort for both boys and girls alike. With this insight, Stayfree believes that parents should talk to their sons about periods from a young age to bring about a change, because “When we make our sons comfortable with periods, we make our daughters comfortable with it too.” Thus the new campaign #BetaStayfreeLeAana campaign was born.
The latest film showcases everyday moments on how period conversations can be normalised within families. A conversation that may feel uncomfortable can start with a small step by adding Stayfree to the grocery list and telling a young son #BetaStayfreeLeAana.
LBB> In the making of the ad, how did the cast and crew respond to the idea of sons being more open to not only talk about periods, but buy products for their mothers or sisters?
Manoj> From the time the campaign was conceptualised, it has received a phenomenal response. The entire cast and crew along with extended partners instantly connected with the brand’s purpose. The campaign goes beyond an ad to bring true societal change. It’s a simple film with a powerful message. For the first time, a brand took 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 stigma associated with periods.
LBB> Since ‘It’s Just a Period’ in 2020, what positive results and impact has the brand seen as a result of its campaigns? How have views on periods changed in India since?
Manoj> Over the years, Stayfree’s ‘It’s Just a Period’ has evolved, encouraging various members of society and families to be part of the healthy period conversation. This is a very special campaign where we have strived to foster meaningful conversations, spark change and challenge taboos with a simple objective to normalise period conversations. With every campaign, with the addition of father and then the son, we have received a tremendous response, consumers/audiences have resonated with the campaign and it has won global and Indian awards. Changing mindsets takes generations, with every campaign we take a small but meaningful step forward.
LBB> There must still be work to do. What are the current challenges the brand faces and how is it planning to overcome these?
Manoj> Periods have been steeped in social stigmas for generations, bringing change or changing mindsets will take time. We are proud of our journey over the last four years to champion this crucial social issue to help break generational taboos with every campaign. Every day we continue to challenge societal changes and mindsets, however through such purpose-led campaigns along with multiple stakeholder initiatives and strong on-ground partnerships we are trying to change mindsets and strengthen awareness about periods among society.
LBB> What’s next for Stayfree? What is the bigger vision that the brand is working towards?
Manoj> The future for Stayfree is exciting and purposeful. In a country like India where sanitary napkins continue to be underrepresented along with longstanding social stigma, as a leading menstrual hygiene brand we believe we have a huge responsibility in providing consumers with superior and affordable menstrual hygiene products, but also in normalising period conversations. We will remain committed to our brand purpose to create a world where no girl feels fear, shame or discomfort about her periods and will continue taking big and small steps to achieve this vision.
