‘It’s Just A Period,’ says Stayfree to families across India
‘It’s Just A Period,’ says Stayfree to families across India
With
nearly two million girls experiencing their first period during the
lockdown, a new digital film encourages families to talk more openly
about
periods and support them in this journey
Mumbai, India (May 29, 2020)
– On the occasion of World Menstrual Hygiene Day, Stayfree®
unveiled a new digital video
that invites families to change the way they approach the period
conversation. Nearly two million girls in India would have experienced
their first period during the lockdown[1].
Built on this premise, Stayfree’s #ItsJustAPeriod
encourages families to adopt a positive and open approach towards
menstruation to keep her informed and make her feel confident and
supported in this journey.
Also, to ensure that families can comfortably have this conversation with the girls in the family, Stayfree®
have also tied up with Menstrupedia. The platform is a
friendly period guide for girls which talks about what periods are and how to manage them better.
It also helps as a resource to have that first conversation with the family.
The video was launched across all social Platforms:
Nearly 15 million girls1 enter the menarche cycle every year in India, yet more than 71% of them have no knowledge of menstruation before their periods2. They
often turn to their teachers and friends for information – the access to which, is restricted during the lockdown.
“This
World Menstrual Hygiene Day is a reminder to us all that the onus of
normalizing the first period experience for every young girl lies with
all of us. And during pandemics
when she doesn’t have access to her teachers for information, families
can and MUST play the most important role in this” says
Manoj Gadgil, Vice President Marketing,
Johnson & Johnson Consumer division, India. “Today is just a first step towards creating that awareness and Stayfree®
commits to help young girls and their families in this journey.”
he added.
The focus of this
campaign is to propagate that period conversations are essential so as
to ensure that girls do not go through their first experience with
periods alone. This campaign will work as an ice-breaker
for each individual to freely initiate important period conversations
with their daughters or sisters. Parents, grandparents and even siblings
can now help share information, make the experience positive, and most
importantly ensure no girl ever has to feel
ashamed of her periods,
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