Stayfree, a menstrual hygiene brand, has launched a digital campaign for its Stayfree Secure Nights range, focusing on the need for specialised night-time protection during periods.
The campaign is based on the insight that period-related discomfort, fear of leakage and sleep disturbances can affect rest during the night and lead to fatigue the following day. According to the brand, many women continue to use the same sanitary pads for both day and night, which may not address different requirements.
Citing research, the campaign notes that nearly 67 percent of women experience sleep disruption during some nights of their menstrual cycle. It highlights how concerns around leakage can lead to interrupted sleep, which in turn affects daytime alertness.
Watch the campaign here:
Conceptualised by DDB Mudra, the digital film portrays this behaviour and its impact, showing how inadequate night-time protection can result in frequent waking and next-day drowsiness. The narrative contrasts this with the use of a night-specific product.
The film introduces Stayfree Secure Nights, which features NightLock™ Technology designed to absorb menstrual flow and reduce the risk of leakage during sleep. The product also includes features such as increased coverage, a wider back and a focus on comfort, aimed at supporting uninterrupted sleep.
Manoj Gadgil, Vice President, Marketing and Essential Health Business Unit Head, Kenvue states, “As a brand, we know that many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. We designed Stayfree® Secure Nights to address specific night-time needs, with a superior pad featuring NightLock™ Technology and a wider back3 providing up to 100% leakage protection4 while sleeping. Through our latest campaign, we encourage women to recognize the difference between day and night protection and make the simple switch to a Stayfree® Secure Nights pad, so they can wake up feeling well-rested and ready to take on the day.”
The campaign will be rolled out across digital platforms including YouTube, Meta and OTT channels, with a focus on educating consumers about the importance of choosing appropriate protection for night-time use.
