Campaign India Team
Mar 13, 2023

Two young girls and Whisper deliver education on periods for mothers

Watch the film conceptualised by Leo Burnett here

Whisper has extended its 'The Missing Chapter' campaign with one more film that has been conceptualised by Leo Burnett.
 
This year's film aims to educate mothers about the biology behind periods so that they can ensure that their daughters don't miss school. The film is based on the insight that seven out of 10 mothers do not fully understand the science of periods and find it ‘dirty or impure’.
 
It sees two friends taking matters into their own hands after their friend is absent from school for three consecutive days. They collect objects which include a bicycle seat, plastic bottle, pipes, marbles, and watermelons — to create a science project to explain the workings of the female reproductive system to the friend's mother. They set up their project and demonstrate for her the biological process of periods which happens each month and state that by using the right sanitary product, it can help them do everything on their period days.
 
Girish Kalyanaraman, vice president and category leader, feminine care, Procter & Gamble India, said, “For a natural process like periods, it is very important that parents educate their young daughters correctly. In most parts of India, we’ve seen that mothers themselves are unaware about the biology of periods and the ways to manage it. As a result, menstrual hygiene is compromised. This leads to girls staying at home during their period days every month and they slowly start falling behind eventually dropping out of school altogether. Our film ‘The Missing chapter’ aims to address this and spread awareness among mothers so that the next generation of women is empowered and educated to manage their periods and keep girls in school."
 
Rajdeepak Das, CEO and chief creative officer, Leo Burnett - South Asia, said, “A mother is the first teacher of a child, the one who imparts life’s most important lessons. Thus she could be a powerful ally in our journey with Whisper to keep girls in school. But in India, mothers themselves lack the education to teach their daughters about periods. Our focus this year is to educate mothers, create a chain of positive information, and break the cycle of ignorance.”
 
 
CREDITS:
 
Client: P&G 
Vice president and category leader, feminine care, P&G: Girish Kalyanaraman 
Senior director, feminine care, P&G: Akhil Meshram
Vice president, brand building integrated communications, P&G: Rohini Miglani
IPM brand building integrated communications, P&G: Mitalee Prabhu
Brand director, feminine care, P&G: Varsha Rawat 
Brand director communications, P&G: Kruti Desai
Senior brand manager, feminine care, P&G: Mahashweta
Agency: Leo Burnett
CEO and chief creative officer, South Asia: Rajdeepak Das
CEO and chief strategy officer, South Asia: Dheeraj Sinha
National creative directors: Sachin Kamble and Vikram Pandey 
Group executive creative director: Sonal Chhajerh
Senior creative director: Zarwan Divecha 
Associate creative director: Fauzan Malim
Senior copywriter: Kaizeen Vankadia
Copywriter: Vishvas Rakheja
Art director: Nilay Chourikar
Vice president: Arabind Verma
Associate vice president: Andrea D’Souza
Brand services director: Purvi Bakliwal
Brand services associate: Simran Bajwa
Project manager: Shirish Rane 
Senior vice president strategy: Noor Samra
Brand strategy partner: Ayshwarya Sharma 
Brand strategy associate: Revati Chavan
Head of films department: Jignesh Maru
Agency executive producer: Anil Sonawane
Creative editor: Akshay Sonawane
Source:
Campaign India

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