Whisper has rolled out a campaign through which it looks to bring awareness and end girls having to drop out of school because of their periods.
The brand is looking to reinforce its pledge to double the impact of its existing menstrual hygiene education program by reaching five crore girls by 2022.
Conceptualised by Leo Burnett, the campaign is titled #KeepGirlsInSchool, and is based on the insight that one in five girls drop out of school each year. It consists of a film which sheds light on how girls go missing from school during periods and nobody notices.
Chetna Soni, category leader - feminine care, P&G Indian sub-continent, said, “Whisper has become synonymous with challenging societal barriers to menstrual hygiene in the country through its path-breaking campaigns and #KeepGirlsInSchool is the latest edition in the brand’s illustrious history. We pioneered breaking period taboos by using our voice in advertising and media through trail-blazing award-winning campaign #TouchThePickle and following it up with revolutionary campaigns like #SitImproper and #WhispersBreakSilence.”
She added, “When we started our journey in India three decades ago, the number of women using sanitary protection was less than one crore. Our efforts to create awareness and education have been critical to increasing this number to more than seven crore women today.”
Rajdeepak Das, MD – India and CCO South Asia, Leo Burnett, said, “It is shocking to know that even today in India, one in five girls drop out of school because of period hygiene. We have been partnering with Whisper to not only tell this moving story, but with the #KeepGirlsinSchool initiative we want to jolt people with the reality of these numbers and encourage everyone to join us in our movement to towards achieving 100 per cent menstrual hygiene in the country.”
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The film has been directed virtually by Prasoon Pandey and Amitabh Bachchan