TitleThe Missing Chapter (Film)
BriefWe 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.
Campaign The Missing Chapter
Advertiser Procter & Gamble
Brand Whisper

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PostedNovember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
CEO and Chief Creative Officer Ra.....ak ..s Subscribers Only
CEO and Chief Strategy Officer D....aj S...a Subscribers Only
National Creative Director S...in K...le Subscribers Only
Executive Creative Director S...l Ch....rh Subscribers Only
Executive Vice President N...t K...r Subscribers Only
Associate Executive Creative Director G...av K...r Subscribers Only
Creative Director In.....et K...m Subscribers Only
Copywriter K....en Va....ia Subscribers Only
Sr. Art Director R...ja G...ge Subscribers Only
Brand Services Partner A...ea D...za Subscribers Only
Brand Services Associate P...i Ba....al Subscribers Only
Associate Vice President N..r S...a Subscribers Only
Brand Strategy Director A...li K...th Subscribers Only
Head of Films department J....sh M..u Subscribers Only
Executive Producer A..l So....ne Subscribers Only
Director Ak....ha S..a Subscribers Only
Production Company O....ad F...s Subscribers Only

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