Whisper - "The Missing Chapter: For Moms"

Leo Burnett India

Leo Burnett India Mumbai, India

10369

This ad is part of the ACT Responsible Collection

Brand: Whisper
Country: India

Advertiser: Procter & Gamble

Title	The Missing Chapter: For Moms
Agency	Leo Burnett India
Campaign	The Missing Chapter
Advertiser	Procter & Gamble
Brand	Whisper
Date of First Broadcast/Publication	2023 / 3
Business Sector	Feminine Hygiene
Story	Research by India's leading feminine care brand found one in five girls drop out of school every year in India due to a lack of period education. The data also shows that ironically seven in 10 mothers don’t know the biology of periods and consider it ‘dirty or impure’ and the myth gets passed on to the daughters as well. With mothers being their children’s first teachers, it is crucial that they can provide accurate education about this natural process to their daughters. The campaign, which is the fourth edition of Whisper's #KeepGirlsInSchool (KGIS) movement, aims to normalise periods and remove the fear and trauma that can surround the monthly cycle to help empower girls to go about their normal lives. It aims to educate mothers on the biology of periods so that they, in turn, can educate their daughters on both menstrual hygiene and help them use sanitary pads to help with their monthly cycles.
Media Type	Web Film
Length	176 seconds
Chief Creative Officer	Rajdeepak Das
National Creative Director	Sachin Kamble
National Creative Director	Vikram Pandey
Creative Director	Zarwan Divecha
Copywriter	Kaizeen Vankadia
Associate Creative Director	Fauzan Malim
Copywriter	Vishvas Rakheja
Art Director	Nilay Chourikar
Group Executive Creative Director	Sonal Chhajerh
Chief Strategy Officer	Dheeraj Sinha
Project Manager	Shirish Rane