KYOORIUS CREATIVE AWARDS - Public Service Announcements (Film)

Bringing Men Into Menstruation - Johnson & Johnson India - Stayfree JPG
Bringing Men Into Menstruation - Johnson & Johnson India - Stayfree MP4 1m:32s

Bringing Men Into Menstruation
Brand: Stayfree
Client: Johnson & Johnson India
Entrant: JNTL Consumer Health (India) Pvt Ltd

Share:
Bringing Men Into Menstruation - Stayfree - Johnson & Johnson India

Baby Blue Elephant

Entry Title: Bringing Men Into Menstruation
Brand: Stayfree
Client: Johnson & Johnson India
Entrant Company: JNTL Consumer Health (India) Pvt Ltd
Description: In India, young girls are still trapped in an endless cycle of silence & shame when it comes to periods - from menarche to menopause. It’s a practice so pervasive & ingrained that adults fervently avoid children's questions about it.
This reaction has been shaping shame for generations of women. Our research uncloaked the genesis behind why women hide periods and where men learn to be uncomfortable around it – as young children are consistently taught to look away.
So Stayfree extended its narrative of normalising menstruation by including men through a new avenue. Our vision came to life this year as a stark wake-up call to reverse conditioning at the source, so little boys don't grow into men who propagate meaningless taboos.
Our solution was a conversation on Daughter’s Day - a period dialogue with young boys, who are rebuked & silenced when they ask questions, reinforcing a lifetime of misconceptions.
The film, using a number of relatable everyday moments, points out a provocative reality - that if we want our daughters to break free from silence, we will HAVE to talk to our sons.
Company Credits: DDB Mudra Group
Individual Credits: Team DDB Mudra Group
AwardsEngine Logo