Whisper, a leading feminine-care brand under Procter & Gamble, is once again taking a bold stance with its fifth edition of the #KeepGirlsInSchool (KGIS) movement. This initiative aims to shed light on the growing trend of early menstruation among young girls, with some experiencing their first period as early as eight years old.
The urgency of awareness and education surrounding this issue cannot be overstated. With millions of girls at risk of dropping out of school due to inadequate period education and limited access to sanitary products, Whisper’s campaign is more crucial than ever.
In its latest film, Whisper depicts the story of eight-year-old girls who are unaware of menstruation and misunderstand a friend’s bleeding as a cause for concern. Through a catchy jingle and a heartwarming narrative, the film aims to normalize menstruation and convey the message that “Periods mean you are healthy” (periods ka matlab healthy hai aap).
Research indicates that one in five girls may drop out of school due to insufficient period education and lack of access to sanitary products. This alarming statistic underscores the importance of timely menstrual hygiene education and access to affordable sanitary products.
Whisper’s #KeepGirlsInSchool program has already made a significant impact, reaching over 100 million schoolgirls and mothers with vital information about menstrual health and providing free sanitary pads to those in need. The campaign continues to lead efforts across India to educate girls about menstrual hygiene, dispel myths and taboos surrounding periods, and reduce dropout rates due to inadequate information and access to period products.
Rajdeepak Das, Chief Creative Officer at Publicis Groupe—South Asia and Chairman of Leo Burnett—South Asia, emphasizes the evolving dialogue around menstruation and the importance of empowering young girls with knowledge and support. He highlights the need to bridge the gap between the early onset of menstruation and delayed education about it, stressing the role of parents and educators in handling the topic in an empowering way.
The latest iteration of Whisper’s #KeepGirlsInSchool campaign is a poignant reminder of the challenges young girls face as they navigate puberty and adolescence. By normalizing menstruation and providing essential education, Whisper is empowering a new generation of girls to stay in school, pursue their dreams, and thrive.
While this campaign serves as advertising for a product, its impact extends far beyond consumerism. It represents a powerful tool for social change, raising awareness and fostering dialogue around an issue that affects millions of girls across India. By addressing the root causes of menstrual inequality and providing solutions, Whisper is driving positive change and transforming lives.