Campaign executed in three phases: Sensitize -> Tell - > Engage

1. Sensitize:

The Anthem

Stayfree created an anthem to evoke strong reactions from people by showcasing the plight of a young girl as she moves from carefree childhood to constrained adolescence due to onset of periods.

Launched exclusively on Youtube, with ‘free-play’ on Music and lifestyle TV channels

Branded Anthem

Branded version launched after 10 days of free play.

To strengthen credibility, eminent personalities from films and television chipped in.

Promoted through high impact TV and radio targeting upper SEC urban women.

2. Tell:

Highlighted two specific issues facing underprivileged women through high impact TV, print, radio and digital campaigns

- School dropouts

- Malnutrition due to distinction in food given during Period days.

3. Engage:

High interaction achieved by

- “Bloggers” Meet in Mumbai

-Exclusive “Women for Change” Face book page

-Impacting the lives of underprivileged women in India

Up to now 780,469 girls have been touched by the initiative.

• Scores for key mind measures for the brand have risen significantly in Q3 2012 over Q1 2012

-Socially responsible brand – up by 28%

-Stands for women’s welfare – up by 31%

-Progressive brand – up by 14%

•Other significant results

-450K+ youtube views of the anthem within the 1st 10 days of launch.

-380 blogs with 1.9 mn views.

-More than 11,000 views of the anthem through QR scan of the print ads