Whisper: The missing chapter

Whisper, a period hygiene brand, launched the #KeepGirlsinSchool movement to stop a generation of Indian girls from dropping out of school, raise awareness about the issue and encourage citizens to contribute with the simple act of buying Whisper.

Campaign details

Brand: Procter & GambleAgency: EssencemediacomRegion: APAC

Strategy

Objective

In a country with only 20% sanitary napkin penetration, 23 million girls drop out of school at the onset of periods due to a lack of education and access to hygienic protection. Yet, India doesn't even notice let alone do anything to change it. This crisis peaked when schools shut down during the pandemic. Girls needed period education and access to pads. True to its purpose of empowering girls, Whisper launched #KeepGirlsinSchool: a movement to stop a generation of girls from dropping out of school:....

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