| Title | The Missing Chapter (Film) |
| Brief | We designed a chapter that explains simple biology behind periods. To make the chapter unmissable even in media dark rural areas, we used India’s oldest broadcasting medium – THE WALL ART, for the first time to spread period education.To make sure the chapter was understood easily, we collaborated with local artists from 28 states to create custom hand painted wall art, native to each state’s art style and language.Every wall art was unique and included 3 critical steps – what are periods, how to use a sanitary pad and the importance of school during periods. The missing chapter was put up on school walls and on the way to school, where nobody can miss it.TA: Young girls (aged 12+ years) in media dark rural areas, on the verge of entering puberty and at risk to exit school due lack of period education. |
| Agency |
Leo Burnett India
|
| Campaign |
The Missing Chapter
|
| Advertiser |
Procter & Gamble
|
| Brand |
Whisper
|
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| Posted | November 2022 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Case Study
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| CEO and Chief Creative Officer |
Ra.....ak ..s Subscribers Only
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| CEO and Chief Strategy Officer |
D....aj S...a Subscribers Only
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| National Creative Director |
S...in K...le Subscribers Only
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| Executive Creative Director |
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| Executive Vice President |
N...t K...r Subscribers Only
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| Associate Executive Creative Director |
G...av K...r Subscribers Only
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| Creative Director |
In.....et K...m Subscribers Only
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| Copywriter |
K....en Va....ia Subscribers Only
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| Sr. Art Director |
R...ja G...ge Subscribers Only
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| Brand Services Partner |
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| Brand Services Associate |
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| Associate Vice President |
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| Brand Strategy Director |
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| Head of Films department |
J....sh M..u Subscribers Only
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| Executive Producer |
A..l So....ne Subscribers Only
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| Director |
Ak....ha S..a Subscribers Only
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| Production Company |
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