Stayfree normalises periods by inviting 70 fathers and their daughters to audition for this campaign via DDB Mudra Group India

Stayfree has asked 70 fathers and their daughters to audition for this Daughter’s Day ad created by DDB Mudra Group India, titled ‘It’s Just A Period’, aiming to normalise periods.

For a country well on its way to becoming an economic powerhouse, India still lags when it comes to normalising period conversation. Even today, over 71% of girls know almost nothing about menstruation before experiencing it for the first time. Mothers usually are the primary source of information for these young girls. Fathers somehow are never a part of this crucial conversation with their daughters. And when this key parenting partner is absent at such an important juncture, the message the daughter receives is that period is a taboo, only to be discussed in secrecy.

Stayfree believes that young girls should grow up in a world where periods are treated as normal. And the first step towards normalising periods, is to normalise the conversation around it.

To demonstrate how easy it is for fathers to talk to their daughters about periods, Stayfree called on fathers and their daughters to audition for the ad, without telling them that they would need to talk about periods. What followed next, was a lot of squirming, awkwardness, annoyance, and eventual realisation that talking about periods is not that big a deal after all. It’s Just A Period.

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Credits
Agency: DDB Mudra Group India
Agency Producer: Riddhi Mehta Doshi
Art Director: Yashima Yadav
Associate CD / Art Director: Tushar Sawant
Associate CD / Copywriter: Vinay Singh
Business Manager: Nishant Saurabh
Business Partner: Aaradhee Mehta
Chief Executive Officer: Aditya Kanthy
Creative Group ECD: Pallavi Chakravarti
Director: Gaurav Gupta
National Creative Director: Rahul Mathew
Production Company: Vanilla Films
Senior Planner: Sanchari Chakrabarty
Strategy Partner: Shesha Shukla