Mumbai: To mark Daughter’s Day, Stayfree, one of India's leading brands in menstrual hygiene, along with its Brand Ambassadors, Kiara Advani, and PV Sindhu are championing the importance of parents talking to their sons about periods. Kiara Avani, India’s leading actress and PV Sindhu, Badminton World Champion took to social media to encourage their followers, especially parents to talk to their sons from a young age about menstruation and encourage open conversations around periods.
Stayfree with its ‘This Daughter’s Day, Talk to Your Sons’ campaign aims to positively change the narrative of shame and silence often associated with periods and instead create a world where conversations about menstruation are simply normal and natural. This campaign is an extension of the brand’s ‘It’s Just a Period’ initiative which aims to break barriers and foster open discussions around menstruation starting with the people who matter most to a young girl - her family.
Through Instagram posts, Kiara highlights the importance of parents having open conversations with their sons about menstruation from an early age. PV Sindhu also emphasizes the need to educate boys about periods. Drawing lessons from the sports arena, she mentioned the importance of a minute in altering her game and how a minute of conversation can bring a change in the mindset of our society towards menstruation. To further champion this important issue, Sindhu encouraged her fans to take a pledge to talk to their sons, to reassure them that it is normal, and it’s just a period!
Commenting on Stayfree’s campaign, Kenvue marketing and essential health business unit head Manoj Gadgil said, “Over the years, Stayfree has been committed to normalizing period conversations to create a world where no girl feels shame, discomfort and fear about her periods. The brand strives to break barriers, eliminate taboos, and encourage an open dialogue around menstruation. This Daughter’s Day, we are delighted to join hands with our brand ambassadors to amplify this important message to create a more emphatic and informed society.”
Recently, Stayfree was recognised for its impactful ‘This Daughter’s Day Talk to Your Sons’ campaign at the 8th edition of the IndIAA Awards for Creative Excellence by the India Chapter of the International Advertising Association (IAA), in the ‘Voice of Change’ category.
