Advertiser: JOHNSON & JOHNSON
Agency: OMD INDIA
Category: Charities, Public Health & Safety, Public Awareness Messages
Media Supervisor: Akshay Bhamble (OMD)
Marketing Manager: Deepak Pai (Johnson and Johnson)
Media Supervisor: Amit Mayekar (OMD)
Product Manager: Kavya Puthurao (Johnson and Johnson)
Media Group Head: Deepa Puthran (OMD)
Business Director: Koshy Chacko (OMD)
Media Director: Shrikant Deokar (OMD)
Media Group Head: Sumeet Berde (OMD)
Media Head: Rashmee Bandela (Johnson and Johnson)
Media Director- Digital: Somit Basak (OMD)
Group Product Manager: Tanvi Kukreti (Johnson and Johnson)
Business Director: Ajay Varghese (OMD)
Product Manager: Deepali Agarwal (Johnson and Johnson)
General Manager - Marketing: Neeraj Goyal (Johnson and Johnson)
Media Supervisor: Farha Merchant (OMD)
Associate Vice President: Lalit Agrawal (OMD)
General Manager- Digital: Vinay Dholakia (OMD)
Execution
Campaign executed in three phases: Sensitize -> Tell - > Engage 1. Sensitize: The AnthemStayfree created an anthem to evoke strong reactions from people by showcasing the plight of a young girl as she moves from carefree childhood to constrained adolescence due to onset of periods. Launched exclusively on Youtube, with ‘free-play’ on Music and lifestyle TV channelsBranded AnthemBranded version launched after 10 days of free play.To strengthen credibility, eminent personalities from films and television chipped in.Promoted through high impact TV and radio targeting upper SEC urban women. 2. Tell: Highlighted two specific issues facing underprivileged women through high impact TV, print, radio and digital campaigns- School dropouts - Malnutrition due to distinction in food given during Period days. 3. Engage: High interaction achieved by- “Bloggers” Meet in Mumbai -Exclusive “Women for Change” Face book page
Effectiveness
-Impacting the lives of underprivileged women in IndiaUp to now 780,469 girls have been touched by the initiative.• Scores for key mind measures for the brand have risen significantly in Q3 2012 over Q1 2012-Socially responsible brand – up by 28%-Stands for women’s welfare – up by 31%-Progressive brand – up by 14%•Other significant results-450K+ youtube views of the anthem within the 1st 10 days of launch.-380 blogs with 1.9 mn views.-More than 11,000 views of the anthem through QR scan of the print ads
Strategy
Objective:Only 12% menstruating women in India use sanitary napkins. Lack of education and hygiene facilities in rural India, leads to larger issues like malnutrition and school dropouts.Being a women’s hygiene brand Stayfree wanted to help underprivileged women in IndiaKey challenge: “How Stayfree could impact the lives of underprivileged women in India and simultaneously build equity amongst premium audiences”?Consumer insights: Under-privileged women: Lack of education about menstrual hygiene and lack of facilitiesPrivileged women: Unaware of the hardships faced by the marginalised section of women.Strategy:Educate and help the underprivileged; Sensitize the privileged driving participation The campaign:Stayfree Women for changeStayfree tied up with UNICEF, various NGOs and government organisations to work towards the betterment of lives of underprivileged women. Central to the campaign is the participation of urban women to donate for the cause of women in rural India.