Feminine care brand Whisper released a stirring campaign to #KeepGirlsInSchool and prevent them from dropping out when they get their periods. As part of this campaign, they launched a new film that aims to create awareness on how even today, girls across India drop out of school on hitting puberty. The film brings to light the startling fact that one in five girls is dropping out of school each year and we don’t even notice. To bridge this gap, Whisper reinforces its pledge to double the impact of their existing menstrual hygiene education programme by reaching five crore girls by 2022.
The film, conceptualised by Leo Burnett, sheds light on how girls go missing from school during periods and nobody notices. It portrays the daily life of schoolgirls, filled with fun and curiosity until they start disappearing one after another, and jolts the viewer with the reality of the grave situation that even today, many girls miss out on school just because they are unaware about managing their periods driving the importance of period education at the right time. The film leaves the viewers with a sense of responsibility to do their bit to make a difference.
To spread the message of #KeepGirlsInSchool, Whisper has joined forces with Bhumi Pednekar, actress and passionate advocate for menstrual hygiene awareness and access. “The cause of keeping girls in school hits home, and feels personal to me, especially with periods continuing to be a taboo topic. I was shocked to learn that lack of period education is leading to one in five girls dropping out of school each year. Whisper®’s initiative comes at a time when empowering the young women of India with the right knowledge and education is critical for our country’s growth. It is a rare opportunity where each of us can collectively make a difference in the lives of young girls. It truly is time to #KeepGirlsInSchool,” the actress said.
