Project Free Period turns shame into opportunity
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 digital ad for the project, created by DDB Mudra Group, portrays that women 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. The interesting thing about this campaign was that the workshops happened when the sex workers were on their periods.