Campaign details
Brand: Procter & GambleAgency: EssencemediacomRegion: APAC
Strategy
Objective
In a country with only 20% sanitary napkin penetration, 23 million girls drop out of school at the onset of periods due to a lack of education and access to hygienic protection. Yet, India doesn't even notice let alone do anything to change it. This crisis peaked when schools shut down during the pandemic. Girls needed period education and access to pads. True to its purpose of empowering girls, Whisper launched #KeepGirlsinSchool: a movement to stop a generation of girls from dropping out of school:....