In Continuation Towards #KeepGirlsInSchool, Whisper® launches its latest campaign film and mentions ‘The Missing Chapter’

Whisper®, India’s leading feminine care brand, launched its new film titled ‘The Missing Chapter’ as part of its #KeepGirlsInSchool movement. Aimed at addressing the brand’s commitment to its flagship programme #KeepGirlsInSchool, the campaign film by Whisper®️ is primarily designed to illustrate how a girl’s lack of period education contributes to her missing school days, a situation exacerbated by the glaring absence of period education in Indian textbooks.
The campaign film, set in an all-girls school, shows young girls passing around a mysterious slip of red paper, that appears to satiate their curiosity in some manner. After the paper is passed around in classrooms, corridors and bathrooms, it eventually makes the rounds at a school assembly as well. During the assembly, one of the girls is caught with the paper in her possession and is demanded to step forward and declare its contents. At this point, it’s revealed to the audience that the paper actually contains information pertaining to periods. In this manner, the audience realizes that this seemingly childish game of ‘Passing the Parcel’ has far-reaching implications, vis-a-vis the girls educating themselves about menstrual health due to a glaring absence of actual education materials relating to the same. Hence the title- ‘The Missing Chapter’.
Talking about the movement, Akhil Meshram, Senior Director, Category Leader, Whisper®, Indian Subcontinent at Procter & Gamble, said, “At Whisper®, we have been committed towards increasing awareness around menstrual hygiene management and period education for the past 25 years. The ‘Keep Girls in School’ (KGIS) movement, launched two years ago, has taken this commitment forward to also address how young girls and their families don’t need to look at periods as taboo. This year, by scaling up KGIS 3.0, we seek to ensure that 100% of all adolescent girls in the country are educated on menstrual hygiene so that no girl is forced to drop out of school due to her period.”
Continuing to share her support for the movement, Bhumi Pednekar commented, “It has been a pleasure to work closely with Whisper®’s #KeepgirlsInSchool movement to drive awareness about the importance of menstrual hygiene education for young girls across India. The pandemic has prevented many young girls from gaining awareness and accessing menstrual education resources, which could have helped them understand what their bodies are going through. I am glad that in its third year, #KeepgirlsinSchool is addressing this imbalance in their educational experience, and I hope together we can help young girls across the nation understand their bodies and their menstrual health braising awareness about the Missing Chapter.”
Speaking about the campaign Rajdeepak Das, CEO & Chief Strategy Officer – South Asia, Leo Burnett, said, “This year Project Missing Chapter addresses an important aspect of why 1 in 5 girls drop out of school – no menstrual education. A simple chapter on menstrual hygiene can make a huge impact for these girls. Our film narrates how three girls, armed with a symbolic red paper are spreading information and awareness on menstrual hygiene. Whisper® is the perfect example of a HumanKind brand, and we are very proud to be working with them on this mission.”