Whisper India has launched a new campaign film called ‘The Missing Chapter’ as part of its #KeepGirlsInSchool movement. The film discusses the impact of lack of education on menstruation in Indian schools and the taboo associated with menstruation in general.
Set in a school for girls, the film begins with a few girls copying and passing a secret red pamphlet. The intriguing pamphlet is distributed throughout the school, from classrooms to restrooms to the playground.
The pamphlet finally reaches the school assembly and a girl is caught passing it out. When asked to address the whole school and reveal the contents of the article, it is revealed that the article consisted of the “missing chapter” on menstruation.
The film raises awareness of how the stigma surrounding menstruation and the lack of real menstruation education in schools leads to female students missing a significant number of school days, eventually dropping out.
As part of the campaign, the brand will also raise awareness about menstruation through 25 murals across India using regional art forms like Madhubani, Bhil, Bhosli, among others.
Akhil Meshram, Senior Director, Category Head – Whisper, Indian Subcontinent at Procter & Gamble, said, “At Whisper, we are committed to increasing awareness of menstrual hygiene management and menstrual education. over the past 25 years. The Keep Girls in School (KGIS) movement, launched two years ago, has continued this commitment to also address how young girls and their families need not view periods as taboo. This year, by developing KGIS 3.0, we seek to ensure that 100% of all adolescent girls in the country are educated about menstrual hygiene so that no girl is forced to drop out of school because of her period.
“By calling for the mandatory inclusion of recurrent education in the school curriculum, ‘The Missing Chapter’ aims to have a real impact on the ground. Together, we can shift the perception of rules from shame to one of strength and pride. Whisper is proud to be at the forefront of this change,” he added.
Bhumi Pednekar, Brand Ambassador, said, “It has been a pleasure to work closely with Whisper’s #KeepgirlsInSchool movement to raise awareness of 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’m happy that in its third year, #KeepgirlsinSchool is addressing this imbalance in their educational experience, and hope that together we can help young girls across the country understand their bodies and menstrual health by raising awareness to the missing chapter.
Rajdeepak Das, Managing Director and Chief Strategy Officer for South Asia, Leo Burnett, said: “This year’s Missing Chapter project addresses an important aspect of why 1 in 5 girls drop out of school – not menstrual education. A simple chapter on menstrual hygiene can have a huge impact on these girls. Our film tells how three girls, armed with a symbolic red paper, spread information and awareness about menstrual hygiene. Whisper is the perfect example of a human brand, and we are very proud to work with them on this mission.