The Missing Chapter
Menstruation is such a taboo topic in much of India that 23 million girls drop out of school annually at the onset of puberty. As part of its ongoing effort to destigmatize periods in the country, P&G Whisper created “The Missing Chapter,” a new curriculum on period education. The Cannes Grand Prix winner reached girls everywhere, even on school walls in media-dark, rural areas, and ultimately prompted India’s government to commit to change.
Leo Burnett Mumbai
36-A, Big Apple Building
Parel Mumbai, Maharashtra 400012