P&G Feminine-care brand Whisper has unveiled a new-thought provoking film titled ‘The Missing Chapter’ – the fourth edition of its #KeepGirlsInSchool (KGIS) movement. The new film, conceptualized by Leo Burnett, aims to educate mothers on the biology of periods so that they, in turn, can educate their daughters on periods including menstrual hygiene and using sanitary pads during their monthly cycles.
The campaign cites studies showing 1 in 5 girls drop out of school every year in India due to a lack of period education. Studies have also found that 7 in 10 mothers don’t know the biology of periods and consider it ‘dirty or impure’, often passing this to their daughters.
With mothers being the first teachers of their children, it is important they educate their young daughters correctly about the natural process of periods and about using the right products.
The campaign highlights that in most parts of India, mothers themselves are unaware of the biological workings of their body during menstruation leaving 71% of the girls in India not aware about periods when they first get them. As a result, young girls have limited knowledge on how to manage their periods and prefer to stay home during period days every month.
“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,” said Girish Kalyanaraman – Vice President and Category Leader, Feminine Care, Procter & Gamble India.
“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.
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
Leo Burnett Team
CEO & Chief Creative Officer, South Asia: Rajdeepak Das
CEO & Chief Strategy Officer, South Asia: Dheeraj Sinha
National Creative Director: Sachin Kamble
National Creative Director: Vikram Pandey
Group Executive Creative Director: Sonal Chhajerh
Senior Creative Director: Zarwan Divecha
Associate Creative Director: Fauzan Malim
Senior Copywriter: Kaizeen Vankadia
Copy Writer: 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