Menstrual Health is sadly overlooked

Sanitary Pads are treated as luxury products

The young school-girl often feels neglected and misunderstood during her period

The mother cares about her daughter but does what she knows best

Help her understand that 1 Stayfree = 1 full day protection in school & help her make the change for her daughter

Enable a positive change towards usage of pad for her daughter

The radio network leveraged the power of story-telling and influencer content both on-air and on-ground to educate and raise awareness of the mothers about menstrual issues that their daughters face during school days and how 1 Stayfree can help her daughter have 1 tension free day at school

The idea is to create awareness and amplify menstruation-related issues that a young school-girl faces

Build the message 1 Stayfree pad = 1 full day protection at school amongst the mothers for the well being of their menstruating daughters. Convince the mothers to opt for Stayfree over a cloth substitute as the pad is now cheaper