Project Free Period turns shame into opportunity
Unexpected: To combat the sex trade in India, Stayfree launched a campaign, dubbed #ProjectFreePeriod, to help women in the sex trade cultivate the skills to break out of prostitution. The campaign, by DDB Mudra Group, shares that woman in the sex trade cherish periods as a time off work. Thus, contrary to the dismay women usually express towards periods, sex workers look forward to them.
Stayfree also identified that it is imperative to provide these women with alternative sources of livelihood in order to rescue them from the trade. So, to remedy their situation, Stayfree joined hands with NGO Prerna to organize training workshops in skills like beauty services, henna design and candle making. All scheduled to happen when the women were on their periods.
Works: As more brands share support for the cause, Project Free Period continues to fuel conversations around two of India’s biggest taboos: prostitution and periods.