Whisper: The Missing Chapter

Shilpa Desai

Femcare brand Whisper made menstruation part of the national curriculum in India through a campaign that lobbied government and educated audiences on the missing facts about periods, on its #KeepGirlsInSchool platform.

Campaign details

Brand: Whisper (feminine hygiene) Brand owner: Procter & Gamble (P&G) Entrant company: EssenceMediacomIdea creation: Leo Burnett Gurgaon Market: India Sector: Feminine hygiene Media channels: Outdoor, Out-of-home, Social media, Sales promotion, Mobile & apps, Point-of-purchase, In-store Budget: Up to 500k

Executive summary

Twenty three million.

That’s the number of young girls in India that drop out of school each year because they’ve reached puberty and have started menstruating.

That statistic represents one in five girls.

Whisper thinks it doesn’t have to be this...

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