Tell Your Sons ‘It’s Just a Period’ Says New Campaign from Stayfree

The brand “set about to normalize period conversations to create a world where no girl feels embarrassed of periods.”




DDB Mudra

Klture Studios

According to a new campaign from Stayfree, when boys are told to ignore periods and that it’s none of their business, they grow up into men – husbands, fathers, grandfathers – who are uncomfortable talking about it, thus perpetuating the stigma around periods.

With that in mind, Stayfree has launched a campaign ‘It’s just a Period’ to encourage parents to talk to their sons about periods.

Manoj Gadgil, Vice President Marketing, Johnson & Johnson Consumer Health, India, said that the brand “set about to normalize period conversations to create a world where no girl feels embarrassed of periods.”


The campaign includes a film created by DDB Mudra, directed by Shobha Mohapatra and produced by Priyank Misra of Klture Studios, that highlights the importance of open dialogue with your children.

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.

You can learn more on their microsite:



Brand: Stayfree®
Agency: DDB Mudra
Brand Team: Manoj Gadgil, Kashyap Gala, Anagha Bhojane, Arpita Kalubarme, Radhika Hingolikar
Creative: Rahul Mathew, Pallavi Chakravarti, Neeraj Kanitkar, Manish Darji, Neha Shefali, Narendra Patil, Shreya Acharya, Jaiee Thakur, Targun Kaur
Business: Nishant Saurabh, Gaurav Magotra, Dharal Goshalia, Priyanshu Dikshit, Spriha Walia
Strategy: Anand Murty, Sanchari Chakrabarty, Atreyi Nag
Production House: Klture Studios
Producer: Priyank Misra
Director: Shoba Mohapatra
Production Team: Sanjeep Pradhan, Aman Pant, Veljon Noronha, Bashab Bhattacharjee


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