STAYFREE’S DAUGHTER’S DAY FILM CHAMPIONS SONS AS ALLIES IN PERIOD CONVERSATIONS

On Daughter’s Day, Stayfree unveiled a new digital film under its award‑winning #BetaStayfreeLeAana campaign, highlighting how raising empathetic sons is key to raising confident daughters. By normalising period conversations among boys, the campaign seeks to dismantle taboos and foster inclusive, supportive environments for girls.

Stayfree has marked Daughter’s Day with the release of a poignant digital film, the latest chapter in its acclaimed #BetaStayfreeLeAana campaign. Conceptualised by Team WPP, the film underscores a powerful insight: when boys grow up understanding that periods are a normal part of life, they help create a more supportive and inclusive environment for girls and women.  

The narrative opens in a familiar Indian neighbourhood, where a lively game of gully cricket is interrupted by a mother’s casual request to her son, Rohan: “Beta, zara Stayfree le aana.” What follows is a moment of discomfort among his friends, who tease him for discussing sanitary napkins so openly. Yet, Rohan’s confidence—shaped by a household where periods are spoken about without stigma—sets the tone for a transformative exchange. His friends, initially hesitant, begin to question myths and taboos, while Rohan responds with matter‑of‑fact honesty. The film culminates in a symbolic act of solidarity, as the boys together ask a shopkeeper for a pack of Stayfree, signalling a shift in attitudes.  

At its heart, the film captures the innocence of childhood moments while illustrating how peer influence can reshape perceptions. The campaign delivers a resonant message: “When more sons get comfortable with periods, more daughters will be comfortable with periods too.”  

Over the past six years, Stayfree’s flagship platform It’s Just a Period has steadily worked to normalise conversations around menstruation. Beginning with fathers breaking the silence with their daughters, the initiative expanded to parents encouraging sons to view periods without discomfort. With #BetaStayfreeLeAana, the brand moved from awareness to action, urging mothers to send sons on routine errands to buy sanitary napkins confidently—turning everyday acts into catalysts for cultural change.  

Supriya Srinivasa, Marketing Director, Stayfree, explained: “We aim to create a world where periods are not something to feel embarrassed about. That requires not only supporting girls but also helping boys understand that periods are completely natural. With ‘Beta, Stayfree Le Aana’, we show how this understanding can begin at home. When one boy becomes comfortable, he encourages others, and in turn the girls around them, to feel more comfortable too. This Daughter’s Day, we celebrate the role sons can play in normalising period conversations.”  

Sukesh Nayak of Team WPP added: “How we make daughters feel about their periods isn’t shaped only by talking to girls—it’s shaped by the boys growing up alongside them. Peer influence is powerful: if boys can learn period shame from each other, they can also learn empathy. Our film shows how a son standing up to casual teasing inspires his friends to see period care as entirely natural.”  

The campaign will be rolled out nationwide across YouTube, Meta platforms including Instagram and Facebook, and major OTT platforms, reinforcing Stayfree’s mission to dismantle taboos and create a future where both boys and girls embrace periods as a normal part of life.