Stayfree Sparks a New Conversation on Period Awareness

While conversations around mental health, diversity, and inclusion have steadily moved into the mainstream, menstruation remains a topic many households still struggle to discuss openly.

This Menstrual Hygiene Day, Stayfree set out to change that.

In collaboration with Menstrupedia, the menstrual health education platform, Stayfree hosted an awareness-driven initiative at Narayana Business School (NBS) in Ahmedabad, bringing together students, educators, industry professionals, social workers, and marketing leaders for an honest conversation about period awareness and social stigma.

The event focused on a simple but powerful objective: normalising discussions around menstruation and creating a society where periods are viewed as a natural part of life rather than a subject of discomfort or silence.

At the centre of the discussion were Supriya Srinivasa, Marketing Director, Stayfree India, Dr. Vishal Tiwari, VP – Growth & Strategy, Narayana Business School, and Aditi Gupta, Co-founder of Menstrupedia. Together, they explored how brands, educational institutions, families, and communities can play a meaningful role in advancing menstrual health awareness.

A key theme that emerged throughout the conversation was the importance of including men in period discussions. Rather than treating menstrual health as a women-only issue, speakers highlighted the need for fathers, brothers, sons, and male peers to become active participants in creating supportive and informed environments.

The event also spotlighted Stayfree's ongoing "It's Just a Period" initiative, a campaign designed to encourage more open conversations about menstruation within Indian households. Over the years, the initiative has worked toward breaking long-standing taboos by involving family members, particularly fathers and sons, in discussions traditionally considered off-limits.

To further engage young minds, Stayfree introduced a marketing challenge for NBS students centred on the theme: "How Boys and Men Can Play an Active Part in Normalising Period Conversations in Indian Households."

Students were encouraged to develop innovative ideas capable of driving behavioural change and fostering more inclusive conversations around menstrual health. Three teams were recognised for presenting standout solutions.

Speaking at the event, Supriya Srinivasa emphasised that creating awareness is only one part of the journey. The larger goal is to ensure that no girl feels embarrassed, isolated, or uncomfortable because of her period. Through affordable menstrual hygiene solutions and sustained awareness efforts, Stayfree aims to create lasting social impact that begins within families and extends across communities.

The event also marked an important milestone in Stayfree and Menstrupedia's partnership, which completes five years this year. Since 2020, the collaboration has focused on expanding menstrual health education across India through teacher training programmes, educational comic books, school workshops, and awareness initiatives designed to reach young students at scale.

For Menstrupedia Co-founder Aditi Gupta, the participation and enthusiasm shown by students offered a glimpse into a more progressive future. She noted that when educational institutions and brands work together, they can influence not only individual perceptions but also larger cultural attitudes surrounding menstruation.

More than an awareness event, the initiative served as a reminder that meaningful social change often begins with conversation. By bringing together young voices, educators, and industry leaders, Stayfree and Menstrupedia are helping build a future where period discussions are met with understanding, awareness, and acceptance rather than stigma.

As brands increasingly embrace purpose-driven initiatives, Stayfree's Menstrual Hygiene Day campaign demonstrates how marketing can move beyond messaging and become a catalyst for cultural change.