Leo Burnett India won the Grand Prix award in the Sustainable Development Goals category for Procter & Gamble’s campaign called ‘The Missing Chapter’ for its sanitary napkin brand Whisper at the just concluded 2022 Cannes Lions International Festival of Creativity.
The campaign was meant to spread education on period so that girls did not drop out of school. About 23 million girls fall off the education system because they lack period education. Whisper’s purpose was to impact society and also build its brand.
The campaign explains the simple biology behind periods and petitioned the Government to include it in school textbooks. The team worked with local artists to adapt the chapter in 28 native art styles and diverse languages and put it out on school and village walls across the country, so no girl could miss it. The red paper became a powerful symbol of period revolution in India, appearing everywhere in the media.
In a historic decision, the Government of India committed to include the ‘Missing Chapter’ on periods in public school books.