Two young girls and Whisper deliver education on periods for mothers

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