KYOORIUS ADVERTISING AWARDS - Creativity For Good (Brand Led Campaign)

It's Just A Period - Daughter's Day - Johnson & Johnson India - Stayfree JPG
It's Just A Period - Daughter's Day - Johnson & Johnson India - Stayfree MP4 2m:00s

It's Just A Period - Daughter's Day - Stayfree
Client: Johnson & Johnson India
Entrant: DDB Mudra Group

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It's Just A Period - Daughter's Day - Stayfree - Johnson & Johnson India

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Entry Title: It's Just A Period - Daughter's Day
Brand: Stayfree
Client: Johnson & Johnson India
Entrant Company: DDB Mudra Group
Description:
In India, girls spend a lifetime making periods invisible, hiding in shame and coping in silence. But where does it all start? It starts with the girl seeing only her mother talk to her about periods, in hushed tones; fathers looking the other way at the mere mention of the subject. It starts with girls learning that they need to hide their periods from men.

Stayfree understood that normalising periods would remain unattainable if men are excluded. Because if men could be a part of the conversation, there would be no reason left to hide periods.

So the idea was to get fathers and daughters to have their first-ever conversation about periods. But instead of convincing them to talk about it, we tricked them into it. By creating a scenario where they could come and audition for an ad, not knowing it was for Stayfree.
English Translation: Subtitles are included in the media uploaded.
Company Credits: DDB Mudra Group
Company Credits: Vanilla Films
Individual Credits: Team DDB Mudra Group
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