Stayfree Continues Its Efforts To Normalise Period Talks
To encourage parents to communicate with their sons about periods, Stayfree created a campaign this Daughter's Day. The movie, which was conceptualised by DDB Mudra, illustrates how the period discussion is still frowned upon in the nation. The movie expands on the company's well-known promotion, 'It's just a Period'
Boys are seen in several scenes questioning their parents, teachers, and other adults about periods as the movie opens. The youngster is either instructed to stop asking questions and mind his own business in every circumstance or is ignored. It also shows instances in which a bleeding girl enters the room while concealing her stained uniform because she is too ashamed to admit she has periods.
Manoj Gadgil, Vice President, Marketing, Johnson & Johnson consumer health, India, says, “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 about periods can help us build a generation that is free of societal shame around menstruation.”
“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,” shares, Pallavi Chakravarti, creative head - West, DDB Mudra.
