Mumbai, India – To avoid the misinformation about menstrual periods being ‘dirty and impure’, feminine-care brand Whisper under Procter & Gamble has released a campaign to shed light on the biology of periods and explain that it’s a natural process that happens in every woman.
Conceptualised with advertising agency Leo Burnett, the fourth edition of the #KeepGirlsInSchool campaign showcases ‘The Missing Chapter’ film. This aims to teach the biology of periods and enlighten both mothers and daughters on menstrual hygiene and using sanitary pads during monthly cycles.
The campaign also comes after a study revealing that 1 out of 5 girls in India drop out of school every year due to lack of period education, whilst 7 out of 10 mothers are not aware of the biology of periods, seeing it as ‘dirty or impure’.
Girish Kalyanaraman, vice president and category leader of Feminine Care at Procter & Gamble India, said that the brand is dedicated towards period education to spread awareness about menstrual hygiene and giving sanitary pads to girls across the country. Therefore, they aim to educate mothers about the biology of periods and right sanitary products.
“Our aim is to empower young girls to achieve their dreams by completing their school education without any gaps and to stop them from dropping out of school because of a biological process as natural as periods. Our consumers can make a huge difference in helping us bridge this gap,” Kalyanaraman added.
Whisper started to launch its #KeepGirlsInSchool campaign in 2020 to address all girls in India and enlighten them about the true science behind the said cycle. Moreover, Whisper has been conducting school and community programs to teach period education and give free pads to girls and mothers.