IT'S JUST A PERIOD

Short List
TitleIT'S JUST A PERIOD
BrandJOHNSON & JOHNSON
Product / ServiceSTAYFREE SANITARY NAPKINS
CategoryD01. Social Video
EntrantDDB MUDRA Mumbai, INDIA
Idea Creation DDB MUDRA Mumbai, INDIA
Production JUGAAD MOTION PICTURES Mumbai, INDIA

Credits

Name Company Position
Rahul Mathew DDB Mudra Group Chief Creative Officer
Shagun Seda DDB Mudra Group Creative Head - West
Anurag Tandon DDB Mudra Group Managing Partner - West
Aditya Kanthy DDB Mudra Group Group CEO and Managing Director
Vinay Singh DDB Mudra Group Associate Creative Director
Tushar Sawant DDB Mudra Group Associate Creative Director
Tanya Agarwal DDB Mudra Group Art Director
Nikita Tambay DDB Mudra Group Associate Vice President
Megha Jaiswal DDB Mudra Group Account Director
Rashmi Varma DDB Mudra Group Account Executive
Toru Jhaveri DDB Mudra Group VP & Head - Strategy West
Sanchari Chakrabarty DDB Mudra Group Strategy Director
Nandan Majumdar DDB Mudra Group Strategist
Interactive Avenues Interactive Avenues Media company

Background

It’s 2021, but girls in India still find themselves thrown into a cycle of shame & silence, when they start menstruating. Periods isn’t a conversation that even the female members of their families have properly with them. They’re often left with to handle the discomfort with a piece of cloth and many unanswered questions. It gets more uncomfortable in large Indian families with fathers, uncles, brothers and grandfathers around. They often seek comfort and answers in their teachers and their school friends. With COVID-19, these challenges magnified. Schools, offices, roads were shut & families were forced to locked up together. During the first 2 months of the lockdown, nearly 2 million girls had their first periods and over the course of the next few months, many more would have them too. Stayfree wanted to help the girls from getting isolated from their own families during their first period.

Describe the strategy

Stayfree needed to find allies for girls’ in their first period experience. Girls experiencing periods for the first time in their lives didn’t know what to expect. Even when they turned to their mothers for information, a lot of them were shushed since a lot of them were ill equipped to talk about the ‘how’s and ‘why’s of periods. We asked ourselves ‘Why is it that committed parents became distant & indifferent only when it came to menstruation?’ That’s when we realized that culture had taught families that menstruation was a ‘women’s problem’ and only women needed to ‘deal’ with it. We had to flip the narrative. With a message that a girl's period was not hers alone, but everyone else's as well. And with online content consumption sky-rocketing during Covid-19, it was the perfect time to target every family member with our message - it's just a period.

Describe the execution

We created a digital film to deliver the message #ItsJustAPeriod. We launched the film early into lockdown and brought the conversation back through the year. Occasions like World Menstrual Hygiene Day and International Daughter's Day also allowed us to add more emotion and relevance to our conversation. We shared stories of influential parents who believed in the message ‘It’s Just a Period’ and got them to encourage their followers & fans to do the same. We didn’t want to simply offer encouragement, but also equip parents with the right knowledge and tools to help their daughters. We partnered with Menstrupedia, a leading resource on menstrual hygiene & health to educate

List the results

We reached a wide set of diverse audiences and triggered them into action.This makes us believe we gave a good start to the journey of normalizing period conversation and made period experience less traumatic for millions of girls for the next few years. 1. Our video message reached a total of 15.33 million audiences across YouTube, Facebook, Instagram 2. Influencers helped us reach a diverse audience set & gave us sustained engagement of 1.01 Million across the campaign period 3. For us to realistically change period experiences across homes, we needed to take the conversation to men and elders of the family. Within the 10.17 million views on the first video, 1.03 million were male users in the age group of 25-45 and parents. Their view-through-rate was as high as 41.49% 4. 450 parents and 50 NGO field workers registered on Menstrupedia and were trained to become future educators

Links
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