Changing the Flow: How Kenvue Reimagined Period Talk Through Play Across Generations

Company Overview

Kenvue, through its trusted brand, Stayfree, is committed to advancing menstrual hygiene and empowering women across India. Rooted in care and driven by purpose, the brand continues to break taboos and promote menstrual health education, supporting the everyday needs of Indian women through thoughtful innovation.

Only 4 in 10 Girls Use Sanitary Products: The Urgent Need for Fem-Care Education Among Indian Adolescents

Kenvue’s Stayfree set out to educate adolescent girls aged 13-17 by raising awareness around menstrual hygiene, a critical yet often overlooked aspect of fem-care in many parts of India. With only 4 in 10 girls using sanitary products during menstruation, the need for early education is vital. However, reaching this audience is challenging due to cultural stigma, limited access to formal education, and India’s fragmented media landscape. To overcome these barriers, Stayfree needed an innovative and responsible way to engage young girls directly to build confidence and awareness, and help them make informed decisions about their fem-care needs.

Empowering Moms & Daughters Through Localized, Gamified Fem-Care Education

Stayfree expanded its focus beyond adolescents to include mothers, who are key influencers in shaping menstrual hygiene decisions for young girls. With Digital Turbine, Stayfree launched a gamified video campaign designed to educate through interactive storytelling. The video ads were localized in region-specific languages to ensure authenticity and accessibility, followed by a gamified experience that reinforced key messages. This innovative approach not only broke through media fragmentation, it also empowered both teens and mothers to make informed fem-care choices.

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