Stayfree Launches Campaign to Normalize Period Conversations in Families

This Daughter’s Day, Stayfree, a leading menstrual hygiene brand, launched a new digital campaign aimed at normalizing healthy period conversations within families. Recognizing the importance of open dialogue, Stayfree encourages parents to engage their sons in discussions about periods from a young age. The campaign’s core message is that by normalizing these conversations, families can help young girls feel more comfortable about their periods.

Building on its previous “It’s Just a Period” campaign, which advocated for healthy discussions about menstruation, Stayfree aims to shift the often-shameful narrative surrounding periods. Initially focused on encouraging fathers to talk openly with their daughters, the campaign has now expanded to include mothers and their sons, promoting the idea that it’s essential for boys to understand that “it’s just a period.” This year’s campaign features the call to action #BetaStayfreeLeAana, a bold step toward breaking generational taboos associated with menstruation.

Conceptualized by DDB Mudra, the latest digital film captures relatable family moments that highlight these conversations. It showcases a mother reassuring her young son about buying sanitary napkins, another mother explaining periods as a normal part of life, and a father discussing the importance of caring for women during their periods. These scenarios create a warm and sensitive portrayal of how families can foster comfort around the topic.

Manoj Gadgil, Vice President at Kenvue, emphasized the need to break the silence surrounding periods, stating that keeping men out of the conversation perpetuates stigma. Stayfree aims to create an environment where no girl feels shame or discomfort regarding her menstrual cycle. The campaign not only urges parents to talk to their sons but also encourages them to buy sanitary napkins for the women in their lives, signaling a collective step toward change.

Additionally, Stayfree has collaborated with various national and regional influencers to share personal stories about normalizing period conversations with their sons. The campaign will be prominently featured across YouTube, Meta, and popular OTT channels, aiming to reach a broad audience and foster meaningful discussions.