| Title | #KeepGirlsInSchool 11 |
| Agency | Leo Burnett India |
| Campaign | The Missing Chapter |
| Advertiser | Procter & Gamble |
| Brand | Whisper |
| Date of First Broadcast/Publication | 2022 / 5 |
| Business Sector | Hygiene & Personal Care Products |
| Tagline | #KeepGirlsInSchool |
| Story | Leo Burnett India has created a series of murals in remote Indian locations that aim to help educate girls about puberty and periods. Murals were commissioned by 28 local artists, who each created a piece of art in their region’s distinct illustration style, script and language, and these are found on school and village walls in states including Kerala, Gujarat, Jharkhand and Tamil Nadu. |
| Philosophy | The campaign name refers to the gap in the curriculum around learning about and discussing periods and puberty. In India, more than 70% girls aren’t aware that menstruation occurs until they get their first period, and the information they receive is sometimes coupled with stigma and cultural taboos … no one in society, not even mothers, talk about it. |
| Problem | This campaign is part of "Keep Girls in School" initiative of Whisper (a sanitary product brand). It looks to change the fact that one in five girls (around 23 million) in India currently drop out of school at the onset of puberty. |
| Media Type | Outdoor/Out of Home |
| CEO & Chief Creative Officer | Rajdeepak Das |
| CEO & Chief Strategy Officer | Dheeraj Sinha |
| Creative Director | Sachin Kamble |
| Executive Creative Director | Sonal Chhajerh |
| EVP, Head of Digital | Niket Kumar |
| Associate Executive Creative Director | Gaurav Kumar |
| Associate Vice President Strategy | Noor Samra |
| Creative Director | Indrajeet Kadam |
| Creative Director | Tinna Rajput |
| Copywriter | Kaizeen Vankadia |
| Art Director | Nilay Chourikar |
| Editor | Akshay Sonawane |
| Associate Creative Director Digital | Deepika Baghel |
| Brand Services Partner | Andrea D’Souza |
| Brand Services Director | Purvi Bakliwal |
| Brand Strategy Director | Anjali Kamath |
| Production Company | LB FILMS |
| Head of Films | Jignesh Maru |
| Executive Producer | Anil Sonawane |
| Copywriter | Amit Nandwani |
More Work
SEE ALL#KeepGirlsInSchool 10
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 9
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 8
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 7
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 6
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 5
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 4
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 3
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India
#KeepGirlsInSchool 2
- BRAND:
- Whisper
- AGENCY:
- Leo Burnett India