Stayfree Daughter's Day
Award: Shortlist
Shortlist / Film / Health & Wellbeing / 2022
Stayfree's Daughter's Day campaign set out to normalise periods even before they begin through a conversation between the father and the daughter. Challenging the notion that periods is a ‘woman’s problem’ and meant to be hidden from men, the father-daughter duos had their first-ever conversation about periods by inviting them to an audition. They knew it was for a daughter's day ad, but they didn't know it was for Stayfree. It exposed them to a script that they hadn't read before – both for the audition and in life.