: Spikes Asia Case Study: How the Stayfree Daughter’s Day campaign reached 19.7 mn users #IndiaNEWS #Case Studies The special edition of Spikes Asia Case Study attempts to understand how the campaigns

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Spikes Asia Case Study: How the Stayfree Daughter’s Day campaign reached 19.7 mn users #IndiaNEWS #Case Studies
The special edition of Spikes Asia Case Study attempts to understand how the campaigns that won big at the awards, were actually executed. The Stayfree Daughters Day campaign reached 19. 7 mn users & won a Silver at Spikes Asia 2022. Heres how



The case study on Stayfree Daughters Day campaign explores how the campaign that won a Silver at Spikes Asia, harps on the relevance of the first conversations of fathers with daughters around menstruation. To achieve this, the brand released a long-format video that received an engagement rate of 51% from men.



Category Introduction



Multiple reports from leading organizations like UNICEF and Swacch India show that less than 10% of Indian women are aware of even the basics of their menstrual cycle & menstrual hygiene. Adding fuel to this fire is the social hypocrisy that on one hand, India celebrates women who are leading powerful, provocative journeys of progress across categories. On the other hand, some of the most privileged sections of society continue to perpetuate a cycle of shame and victimization, on the back of biological processes like menstruation.



Brand Introduction



Stayfree, a sanitary napkin brand from Johnson & Johnson, frames its objective around encouraging more and more people to learn about menstruation and to talk about it. With the goal of making young girls feel comfortable about their periods, the brand is on a path of normalizing periods in India – for young girls and for everyone shaping their lives.  



Stayfree Daughters Day campaign Summary



Around 71% of girls enter menarche knowing nothing about periods. And when they do learn about periods, they also learn a lesson in hiding them. The lack of conversation around periods makes young girls believe that periods are something to hide – especially from men. This starts them on an unhealthy relationship with their periods, impacting their emotional and physical well-being in the long run.



Stayfree has been on a journey of normalizing periods for over a decade with a focus on driving menstrual health & hygiene. But it soon realized that the pervasive silence around periods needed more than a category push, it needed a cultural catalyst. Shame and silence started from the very first conversation. And so, it was the first conversation that needed to be done differently while challenging the status quo.



To do this, Stayfree released an awareness campaign on the occasion of daughter’s day 2021 to activate the brand purpose of normalizing periods in the truest sense, by taking on the cultural barrier that delays the first-period conversation and restricts the people who lead them.

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