Stayfree's 'It's Just A Period' series has an interesting premise: it aims to destigmatize periods by coming at the same theme in assorted ways. So, in 2020, for Menstrual Hygiene Day (May 28), they got their agency, DDB Mudra, to produce an ad film with a sparkling 1/8
2/8 creative device that has everyone else, other than the girl who got her first period, talking about the process of going through it. The line, "She may not understand what she's going through. She just needs to know you do", is really sharp! See: bit.ly/stayfree2020
3/8 Stayfree reused the same ad for Daughter's Day in 2020 too (September 25), with a mild edit - the brother/son was missing in this version.
For 2021's Daughter's Day, the same 'It's Just A Period' theme was approached from the perspective of fathers. That is, why do fathers
For 2021's Daughter's Day, the same 'It's Just A Period' theme was approached from the perspective of fathers. That is, why do fathers
4/8 feel uncomfortable talking about periods and why is it always mothers who are the ones to inform and help daughters understand about periods? See: bit.ly/stayfree2021
While the approach is really good, the agency chose to use a 'social experiment' (or candid video) as a
While the approach is really good, the agency chose to use a 'social experiment' (or candid video) as a
5/8 narrative device, robbing the film of all authenticity and punch. It could have simply been a scripted video where it does not pretend to be authentic or real.
6/8 Now, for the 2022 Daughter's Day, Stayfree and DDB Mudra approach periods from the perspective of sons. Thankfully, no social experiment shenanigans this time - just a simple and impactful scripted ad.
7/8 It lands really well given how it shows the most obvious everyday events where parents, teachers, and everyone else keep the topic of periods away from sons when they are young. It's treated on the same lines as sex, something not meant for young sons to understand or know...
8/8 and they can know about it when they grow up.
Like the 2020 film, there's a sparkling line that brings home the message with a punch: "She learns to be ashamed of her period because we teach him to look away".
Like the 2020 film, there's a sparkling line that brings home the message with a punch: "She learns to be ashamed of her period because we teach him to look away".
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