Whisper - The missing Chapter Campaign
Targeting - Mothers of young girls, aiming to engage them in conversations about period education and advocate for keeping girls in school despite the challenges related to menstruation.
Core Theme of the Campaign -
The use of a campaign film, known as "The Missing Chapter," which visually communicates the challenges girls face and the impact on their education due to societal taboos around menstruation.
About the
Campaign -
"The Missing Chapter" is a campaign by Whisper, a sanitary pad brand, focused on addressing the stigma and lack of proper menstruation education in India. The campaign aims to prevent girls from missing school due to the challenges associated with menstruation.
Formula applied by the Campaign to elicit customer action -
The campaign's highlight is its emphasis on period education to combat the stigma surrounding menstruation. It sheds light on how this stigma and the lack of access to proper menstrual education contribute to girls missing significant days of school.
Business Title
A Look at
the Campaign
- Launched by Whisper, a sanitary pad brand, in collaboration with P&G.
- Addresses the stigma and lack of menstrual education in India.
- Campaign film titled "The Missing Chapter" visually portrays the challenges girls face.
- Aims to prevent girls from missing school due to menstruation-related issues.
- Targets mothers to engage in conversations about period education.
- Focuses on breaking societal taboos around menstruation.
- Part of the broader KeepGirlsinSchool movement by Whisper.
- Gained attention for spreading educational content about periods.