This World Menstrual Hygiene Day, Stayfree has released a digital campaign-extension film that captures the evolution of its long-running effort to normalise period conversations within families, from encouraging fathers and brothers to join the dialogue to fostering greater participation from sons and young men today. 

 

 

 

 

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The film spotlights the role of Stayfree and its ‘It’s Just a Period’ campaign in normalising period conversations among Indian households. Over half a decade, the campaign has aimed to positively turn cultural discomfort around periods into a regular discussion between a girl and her family. The film portrays how the menstrual hygiene brand first encouraged fathers to be part of the period conversation with their daughters, which then extended to ‘Talk to your Sons’ campaign encouraging parents to tell their sons “It’s Just a period,” and then took another bold step, #BetaStayfreeLeAana to end generations of taboos with a simple action. 

What we think about it: The campaign succeeds by treating behaviour change as a long-term cultural project rather than a one-off brand moment. Instead of shock value or overt activism, it uses simple, everyday participation from fathers and sons to dismantle generational discomfort around menstruation. While, the continuity across campaign phases gives the initiative credibility and purpose beyond performative marketing, its strength lies in making allyship from men feel normal rather than exceptional - a subtle but important shift in how menstrual conversations are framed in Indian households.

Supriya Srinivasa, marketing director, Stayfree India said, “Periods for long have been a subject of hushed conversations and avoided even in private family settings where the girl needs to feel the most comfortable. At Stayfree®, we believe in not only providing women with superior and affordable menstrual hygiene products but also in encouraging healthy period conversations to bring real change within families first and society at large eventually. Engaging with young minds at NBS reaffirms our belief that this change is not only achievable - it is already in progress. Together with Menstrupedia, we are committed to fostering a world where no girl feels fear, shame, or discomfort about her periods."