Whisper: Changing the education system to keep girls in school

Noor Samra, Saurabh Dahiya

Feminine hygiene brand Whisper encouraged social change and helped girls remain in school in India with an educational lobbying campaign that broke the taboos around menstruation.

Campaign details

Brand: Whisper (feminine hygiene) Brand owner: Procter & Gamble (P&G) Entrant company: LEO BURNETT, IndiaIdea creation: Leo Burnett Mumbai Market: India Sector: Feminine hygiene Media channels: Online video, Outdoor, out-of-home, Social media, Word of mouth, influencers, KOLs Budget: 10 - 20 million

Executive summary

After 7 decades of India’s independence, only 3% of women in rural areas and 20% in urban use pads[1]. As a result, 23 million girls fall out of the education system every year [2], leading to a loss of...

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