WOMEN FOR CHANGE

TitleWOMEN FOR CHANGE
BrandJOHNSON & JOHNSON
Product / ServiceSTAYFREE
EntrantMcCANN WORLDGROUP INDIA Mumbai, INDIA
Entrant Company McCANN WORLDGROUP INDIA Mumbai, INDIA
Advertising Agency McCANN WORLDGROUP INDIA Mumbai, INDIA

Credits

Name Company Position
Shubha Mudgal Music Director
Saish Kambli Photographer
Zap Gingerwater Films Director
Dhiren Amin Mccann Worldgroup Planning Director
Pradnya Sinha Mccann Worldgroup Business Director
Tejal Turakhia Mccann Worldgroup Project Manager
Benitta Jacob Mccann Worldgroup Account Director
Vrushali Samant Mccann Worldgroup Agency Films Producer
Priya Gurnani Mccann Worldgroup Art Director
Harshik Suraiya Mccann Worldgroup Art Director
Roma D'cruz Mccann Worldgroup Copywriter
Ketki Karandikar Mccann Worldgroup Copywriter
Anshumani Khanna Mccann Worldgroup Creative Director
Raylin Valles Mccann Worldgroup Executive Creative Director
Akshay Kapnadak Mccann Worldgroup Executive Creative Director
Rahul Mathew Mccann Worldgroup Executive Creative Director
Prasoon Joshi Mccann Worldgroup Chief Creative Officer

The Campaign

While India may be seen as an emerging super power, this doesn’t reflect in the state of the Indian woman. One out of three girls drops out of school due to lack of basic sanitation facilities, and every second woman uses unsanitary material during their period. Stayfree Women for Change Movement was a women welfare initiative conceived by Stayfree, a women’s hygiene brand and UNICEF to inform people of the appalling truth the women in this country live with. The movement aimed at giving every woman the right to a happy, healthy and hygienic life that was their right. An extensive campaign was launched across all media vehicles to create awareness about these issues and employ women from different walks of the society with a vision to make women equal to women.

Success of the Campaign

The campaign worked for the brand on two levels. As only 12% of girls in India use sanitary napkin, hence generating awareness about sanitary hygiene helped recruitment of entry level consumers. It also helped improving brand love for Stayfree amongst existing users. On a social level the impact of the campaign was much bigger. The Music video saw 450000 plus hits in first five days. The Stayfree Women for Change page recruited over 24000 women and social media generated around 1.9 million conversations making the campaign a huge success. Over 380 bloggers across the world also joined the movement. Finally on 3rd of October 2012, the Supreme Court of India directed schools across India to provide basic restroom facilities for girls within six months. The result was that over 10 million girls in India, today have the healthy hygienic life that is their right.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Four words- “Mujhe Pankh De Do” (Give me wings) defined the motto of the campaign which was transformed into an anthem and later into a music video that was launched on youtube. The music video saw more than 450000 hit in the first five days. Launching of Music CDs and ringtones followed suit. The video was promoted by various music and entertainment channels. A print manifesto was launched in all the major publications in India. It was followed by issue based communication on TV, Print and Radio and the launch of special Stayfree packs that generated funds. With a Stayfree Women for Change webpage, facebook, twitter conversations and numerous blog spots the campaign gained momentum. On ground activities like the Pinkathon, Bloggers meet and DNA i-Can added more fuel to fire. Stayfree also joined hands with the Delhi Government’s Kishori Project to change the lives of girls in rural India.