It’s a very nice idea by DDB Mudra, normalising periods among young boys.The aim is built into a new digital film by Stayfree that begins with an everyday moment in families, sending a son with a list to do the shopping. The inclusion of Stayfree triggers the boy’s resistance and a conversation between the mother and her son about period reality. From there the film moves to another mother explaining period as a regular and healthy phenomenon for every woman and a father explaining to his son the need to care for women during their periods. The film is a little clunky but the message is important. The intention and the warmth of the film smooth the rough edges enough.
The film ends with a powerful yet very simple message, “When we make our sons comfortable with periods, we make our daughters comfortable with it too.”
Manoj Gadgil, vice president, marketing and business unit head- essential health, Kenvue, stated, “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 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.”
As a part of the new campaign, Stayfreehas collaborated with popular national and regional influencers to highlight the important of healthy period conversations in families sharing personal experience of how they have normalised period conversations with their sons. The digital campaign will be seen across YouTube, Meta and leading OTT channels.
Credits:
Client: Kenvue (Stayfree)
Client Team: Manoj Gadgil, Supriya Srinivas, Prateek Agarwal, Radhika Hingolikar, Amana S, Gitanjali Sabikhi
Agency: DDB Mudra Group
Creatives: 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 Nag
Films: Jay Gaikwad, Alisha D’souza
Production Company: Mothership
Director: Gaurav Gupta
Executive Producer: Kashif Memon
Producer: Aditya Dighe
DOP: Linesh Desai
1st AC: Roy Gurav
1st AD: Rishav Agarwal
Sound: Ajay Line
Producer: Shivnar Konar
Associate Line Producer : Karan Kandhari
Production Manager: Mautaseem Khan
Post Producer: Nikunj Jain
Offline Editor: Ayrton Pereira
Music Composer: Amey Ghule
Sound Engineer: Rishabh Bose
Online Editor: Satish Patil
