Whisper launches new campaign to #KeepGirlsInSchool

27 Feb,2020

By A Correspondent

 

P&G’s Whisper has released its latest campaign to #KeepGirlsInSchool and prevent them from dropping out when they get their periods. As part of this campaign, Whisper launched its new film that aims to create awareness on how even today, girls across India drop out of school on hitting puberty.

 

The film, conceptualised by Leo Burnett, sheds light on how girls go missing from school during periods and nobody notices. Said Chetna Soni, Category Leader – Feminine Care, P&G Indian sub-continent: “Whisper® has become synonymous with challenging societal barriers to menstrual hygiene in the country through its path-breaking campaigns and #KeepGirlsInSchool is the latest edition in the brand’s illustrious history. We pioneered breaking period taboos by using our voice in advertising and media through trail-blazing award-winning campaign #TouchThePickle and following it up with revolutionary campaigns like #SitImproper and #WhispersBreakSilence.”

 

Speaking about the campaign, Rajdeepak Das, Managing Director – India & Chief Creative Officer Leo Burnett South Asia added: “It is shocking to know that even today in India, 1 in 5 girls drop out of school because of period hygiene. We have been partnering with Whisper to not only tell this moving story, but with the #KeepGirlsinSchool initiative we want to jolt people with the reality of these numbers and encourage everyone to join us in our movement to towards achieving 100% menstrual hygiene in the country.”

 

 

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