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<ul><li>The lack of <keyword id="584178" type="PERSON" weightage="20" keywordseo="menstrual-hygiene">menstrual hygiene</keyword> has always been a challenge in India.</li><li>According to UNESCO and Whisper, 23 Million girls drop out of school due to lack of menstrual hygiene and awareness.</li><li>Ergo, P&amp;G’s Whisper is on a mission to raise awareness and educate girls on Menstrual Hygiene Management.</li><li>We catch up with Chetna Soni, Category Leader - Feminine Care, P&amp;G Indian sub-continent to understand the state of menstrual hygiene in India and how Whisper is working towards improving awareness among young girls in the country.</li><li>We also look at Whisper’s marketing campaigns over the years.</li></ul>For the longest time, the Indian society has treated menstruation as a taboo. The word ‘Period’ is usually uttered in hushed voices and years of social conditioning have built a culture of silence around what is a normal biological phenomenon. With young girls and women having limited access to menstrual education and basic sanitary care products, the concept of menstrual hygiene has also remained a challenge in India. And periods don’t stop for pandemics. In fact, lockdowns intensify the impact of household level taboos and stigmas on women -- making it more difficult to manage menstruation without shame and discomfort in confined spaces. In rural India, the unavailability of sanitary napkins coupled with unhygienic and crowded washrooms and toilets in their localities have worsened the situation for women. According to Menstrual Hygiene brand Whisper and UNESCO, the global pandemic has forced girls to abandon sanitary napkins for menstrual pads made of cloth, which has raised the spectre of a looming health hazard. Adding to the misery, the lack of menstrual hygiene education in India is also impacting 23 million girls dropping out of school. Throwing light on how the global pandemic has impacted menstruating people in rural India, Chetna Soni, Category Leader - Feminine Care, P&amp;G Indian sub-continent, said, “These unprecedented times have made it even more difficult to keep girls in school. The premature closure of schools due to the pandemic affected access to education, especially for girls from marginalized communities. This has made them even more vulnerable to dropping out of school completely. Many of these girls would receive pads for period management from school which stopped, leading to them using unhygienic period protection. According to UNESCO, 74 crore girls were disproportionately impacted during the COVID-19 pandemic and it may further affect their return to school. Now more than ever, it is important we ensure girls have access to period protection and education. And support them in every way we can to protect their future.” So, to help these young girls in rural India stay in school during the pandemic, Whisper launched ‘Mobileshaala,’ a free phone-based learning platform. It worked with supporters like Soha Ali Khan, Dutee Chand and Bhumi Pednekar to spread awareness. The brand also donated more than 32 lakh pads to essential workers, women in shelter homes, women from migrant families and communities in need across India, in partnership with various State Government bodies and relief organisations. <cmsannotation type="cmsannotation" annotationid="State of menstrual hygiene in India during a global pandemic" text="State of menstrual hygiene in India during a global pandemic">State of menstrual hygiene in India during a global pandemic</cmsannotation> The global pandemic has taken up all our medical attention and resources. On the other hand, period poverty is a decades-old, silent pandemic that is getting worse for menstruating people in our country. This is a direct consequence of social stigma, lack of awareness and poor access to menstrual products. Shedding more light on the current state of menstrual hygiene in India, Soni shared, “Even today, menstrual hygiene is not considered a priority in India. Out of a total of ~40 crore menstruating women in India, less than 20% use sanitary pads. In urban areas, this number only goes up to 52%. This indicates that nearly half of even urban-based women use unhygienic methods for period protection, making them vulnerable to health issues. In our conversations with various young girls, we discovered that many of them prioritize beauty products but are not ready to spend a fraction of the amount on an essential like sanitary pads. Adoption of sanitary napkins is less than 20% in the country whereas adoption of cosmetics like lipstick is significantly higher at 65%. In addition, there is still a social stigma associated with periods.” Whisper is on a mission to help India achieve 100% menstrual hygiene adoption. It is focusing on 3 A’s to build a better world for menstruating women, which are awareness, acceptance and access. As per Whisper and UNESCO’s studies, about 71% of adolescent girls in India remain unaware of menstruation until they get their first period, adversely affecting their confidence and self-esteem. Whisper aims to help all young girls arm themselves with enough information about menstruation. It launched #KeepGirlsInSchool movement with UNESCO. The partnership is aimed at developing an integrated puberty education module in school curricula and helping young girls in achieving their full potential. In addition to this, the brand Whisper has also taken a pledge to educate 3 crore girls in the next three years. Telling us more about the campaign's performance so far, Soni said, “The campaign truly sparked a national movement which was very encouraging. We will be impacting more than 90 Lakh girls and help keep them in school. Supported by UNESCO this year, we aim to integrate a period education module in the school curriculum in India - to ensure systematic changes ensuring girls are equipped to manage periods and don't miss out on school or their dreams. The movement has been able to drive awareness amongst 5.5 crore people in just one year. The support from key opinion leaders like Mr. Eric Fahlt and Dr. Huma Masood from UNESCO, Bhumi Pednekar, Soha Ali Khan, Dutee Chand amongst others has been testament to a movement we can collectively drive. We see this as a pivotal movement to attain 100% menstrual hygiene In India.” But there’s hope after all. 30 years ago, less than 1 crore women used hygienic sanitary protection during their period. Whisper has helped accelerate this number by 10X and it continues to grow. <cmsannotation type="cmsannotation" annotationid="Using the right marketing tools to empower women and girls" text="Using the right marketing tools to empower women and girls">Using the right marketing tools to empower women and girls</cmsannotation> Soni told us that the brand follows a simple principle for marketing. In every communication, it strives to be a force for female good. She shared with us a few key milestones that Whisper has crossed in its marketing journey so far. Recalling the first change-making campaign that Whisper worked on, Soni said, “Whisper was the first brand to show a sanitary napkin on television and mention the word ‘periods’ in advertising as well as demonstrate how the product works on National TV back in 1993. Pushing communication boundaries for societal good is at our core.” In 2014, Whisper bust the taboo around ‘touching the pickle’ during menstruation. <div type="Youtube" id="5s8SD83ILJY" title="Announcing the End of Period Taboos | #TouchThePickle" thumbUrl="https://i.ytimg.com/vi/5s8SD83ILJY/mqdefault.jpg"></div> “Whisper became the first brand in India in 2014 to take the topic of period taboos head-on in the globally renowned Whisper ‘Touch the Pickle’ campaign. The campaign went on to win several global awards including Grand Prix at the Cannes Lions and sparked a conversation in India that led to periods being front and center in the society. The campaign is also known as the trailblazer for bringing periods out of the closet in popular culture as the government, entertainment industry and social sector became part of the movement. We followed this up with award-winning revolutionary campaigns such as ‘Whispers Break Silence’ and ‘Meri Life Mere Rules’, characterized by local cultural insights and have led to organic consumer movements,” shared Soni. Under the same campaign, Whisper launched an advertisement urging chemists to not wrap sanitary napkins in a black plastic bag or newspaper. <div type="Youtube" id="SyZDsDthu0Y" title="My #TouchThePickle Moment" thumbUrl="https://i.ytimg.com/vi/SyZDsDthu0Y/mqdefault.jpg"></div> Its current campaign is the #KeepGirlsInSchool movement. <div type="Youtube" id="10b1vVe_SQ0" title="Whisper Keep Girls in School" thumbUrl="https://i.ytimg.com/vi/10b1vVe_SQ0/mqdefault.jpg"></div> While there has been a sea of change in normalising the conversation around periods, there is still so much more road to cover. Here’s hoping that more menstrual hygiene brands stop using blue liquid in their ads to represent period blood and help normalise it.

Adoption of sanitary napkins is less than 20% in India, whereas adoption of cosmetics like lipstick is significantly higher at 65%: Chetna Soni, P&G

<ul><li>Conceptualised by <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword>, the film brings to light the startling fact that 1 in 5 girls are dropping out of school each year and we don’t even notice.</li><li>Bhumi Pednekar signed on to drive awareness on #KeepGirlsInSchool</li></ul>Whisper has released a stirring campaign to #KeepGirlsInSchool and prevent them from dropping out when they get their periods. As part of this campaign, Whisper launched its new film that aims to create awareness on how even today, girls across India drop out of school on hitting puberty. The film brings to light the startling fact that 1 in 5 girls are dropping out of school each year and we don’t even notice. To bridge this gap, Whisper® reinforces its pledge to double the impact of their existing menstrual hygiene education program by reaching 5 crore girls by 2022. The film, conceptualised by Leo Burnett, sheds light on how girls go missing from school during periods and nobody notices. The film portrays the daily life of schoolgirls, filled with fun and curiosity until they start disappearing one after another. It jolts the viewer with the reality of the grave situation that even today, many girls miss out on school just because they are unaware about managing their periods driving the importance of period education at the right time. The film leaves the viewers with a sense of responsibility to do their bit to make a difference. 
 <div type="Youtube" id="1W2PMVAvWhA" title="Keep Girls In School" thumbUrl="https://i.ytimg.com/vi/1W2PMVAvWhA/mqdefault.jpg"></div>



 <keyword id="7690466" type="UNKNOWN" weightage="20" keywordseo="Chetna-Soni">Chetna Soni</keyword>, Category Leader - Feminine Care, P&amp;G Indian sub-continent said, “Whisper has become synonymous with challenging societal barriers to menstrual hygiene in the country through its path-breaking campaigns and #KeepGirlsInSchool is the latest edition in the brand’s illustrious history. We pioneered breaking period taboos by using our voice in advertising and media through trail-blazing award-winning campaign #TouchThePickle and following it up with revolutionary campaigns like #SitImproper and #WhispersBreakSilence.” She further added, “In addition to being a leading voice on breaking period taboos; Whisper® has also made a significant impact on-ground. Over the past three decades, we have educated more than 2.5 crore girls in India on menstrual hygiene through our Period Education Program. We pledge to double this impact in the next two years and educate over 5 crore adolescent girls on menstrual hygiene by 2022. This is in line with our efforts to increase awareness and acceptance of healthy menstruation practices, and our vision to achieve 100% menstrual hygiene in India. When we started our journey in India three decades ago, the number of women using sanitary protection was less than 1 crore. Our efforts to create awareness and education have been critical to increasing this number to more than 7 crore women today.” To spread the message of #KeepGirlsInSchool, Whisper is joining forces with Bhumi Pednekar, actress and passionate advocate for menstrual hygiene awareness and access. “The cause of keeping girls in school hits home, and feels personal to me, especially with periods continuing to be a taboo topic. I was shocked to learn that lack of period education is leading to 1 in 5 girls dropping out of school each year. Whisper®’s initiative comes at a time when empowering the young women of India with the right knowledge and education is critical for our country’s growth. It is a rare opportunity where each of us can collectively make a difference in the lives of young girls. It truly is time to #KeepGirlsInSchool,” the actress said. Speaking about the campaign, <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword>, Managing Director – India &amp; Chief Creative Officer Leo Burnett South Asia said, “It is shocking to know that even today in India, 1 in 5 girls drop out of school because of period hygiene. We have been partnering with Whisper to not only tell this moving story, but with the #KeepGirlsinSchool initiative we want to jolt people with the reality of these numbers and encourage everyone to join us in our movement to towards achieving 100% menstrual hygiene in the country.”

Whisper urges to #KeepGirlsInSchool after they get their periods

<ul><li><keyword id="1424233" type="COMPANY" weightage="20" keywordseo="Whisper">Whisper</keyword> and <keyword id="6361804" type="COMPANY" weightage="20" keywordseo="unesco">UNESCO</keyword> launch a heartwarming film under the #KeepGirlsInSchool movement to bring to light the struggles of young girls as they reach puberty.</li><li>Till date, Whisper has educated more than 4 crore girls and today pledges to educate another 2.5 crore girls on puberty and menstrual hygiene over the next three years.</li></ul>Whisper, feminine care brand, has come together with UNESCO in a partnership to raise awareness and educate girls on Menstrual Hygiene Management under its flagship programme #KeepGirlsInSchool. In an effort to help young girls achieve their full potential, the movement begins with shedding light on the impact of 2.3 Crore girls dropping out of school - leading to 2.3 Crore unfulfilled dreams - due to lack of <keyword id="10778201" type="UNKNOWN" weightage="20" keywordseo="period-education">period education</keyword> and protection. To bring to light the struggles of young girls as they reach puberty, Whisper and UNESCO, released a heartwarming <a href="https://youtu.be/10b1vVe_SQ0">film</a> under the #KeepGirlsInSchool movement. The film takes viewers on a journey bringing to life the playful innocence of a schoolgirl with boundless dreams, an open-book imagination, and a spirit brimming with confidence. The film goes on to illustrate how these dreams come to a grinding halt for many girls across the country due to the lack of period education and protection. It further underscores the importance of empowering young girls to achieve their full potential and not let periods get in the way of 2.3 Crore dreams. The campaign seeks to drive a positive change through the collective efforts of multi-stakeholder initiatives and influential voices to ensure that every girl can complete her school education and fulfill her dreams. Urging people to be the agents of change and join the movement by making a mindful choice as every purchase* of Whisper pads helps #KeepGirlsInSchool. <div type="Youtube" id="10b1vVe_SQ0" title="Whisper Keep Girls in School" thumbUrl="https://i.ytimg.com/vi/10b1vVe_SQ0/mqdefault.jpg"></div> Studies have shown that even today, 71% of adolescent girls in India remain unaware of menstruation till they get their first period. Adding to the challenges, as per UNESCO, the global pandemic has impacted 74 crore* schoolgirls, and could severely affect their return to school. Thus, Whisper and UNESCO believe that when supported with education, these young girls are empowered to reach their full potential, achieve their dreams and make a positive difference in the world as strong women. Last year, Whisper launched the #KeepGirlsInSchool movement, mobilizing support across touchpoints which impacted over 40 Lakh school girls and drove awareness among 2.5 Crore people in India. Sharing her thoughts on the movement, Chetna Soni, Senior Director &amp; Category Head, P&amp;G Indian Subcontinent, Feminine Care, said, “Whisper believes in empowering girls and women to unleash their confidence and ensure that nothing comes in the way of achieving their dreams. With this mission, we continue to challenge the barriers surrounding menstrual hygiene through education and multi-stakeholder engagement to advocate for change. Our latest campaign under #KeepGirlsInSchool seeks to drive awareness around the impact of girls dropping out of school so nothing can come in the way of girls fulfilling their dreams and achieving their full potential. We believe we all have a role to play to widen the impact. We are joining hands with expert organization- UNESCO, along with our own action as well as that of consumers to make a change” Chetna further added, “Since the past 30 years Whisper has worked at the grassroots level to raise awareness about menstrual hygiene. We’ve educated more than 4 Crore girls on periods and their hygienic management through our Mother Daughter menstrual hygiene awareness program. We are committed to empowering girls with puberty education and quality protection and pledge to impact another 2.5 Crore girls over the next three years.” Emphasizing UNESCO’s commitment to right to Education, Eric Falt, Director and UNESCO Representative to Bhutan, India, Maldives and Sri Lanka, said, “During puberty and the start of menstruation, a girl’s confidence and self-esteem can be affected in many different ways, sometimes even leading to her dropping out of school. UNESCO and Whisper are on a mission to change that. The #KeepGirlsInSchool initiative builds on our strong commitment to ensuring everyone’s fundamental right to education. Investing in girls’ education is an investment for society as a whole.” Speaking about the campaign Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword>, said “Every year not only 2.3 crore <keyword id="10778202" type="UNKNOWN" weightage="20" keywordseo="girls-drop-out-of-school">girls drop out of school</keyword> in India because of lack of period education it also means the country loses talented doctors, engineers, teachers or nurses because period comes in the way of their future. Our campaign this year, Whisper Keep Girls in School not only advocates awareness but also encourages everyone to join our efforts and help make a difference in the lives of these girls. Narrated through a poignant story of a girl and how we can help her achieve her dreams of becoming a doctor, we hope that our campaign will mobilize everyone and help us #KeepGirlsInSchool.” Whisper, hand-in-hand with UNESCO, stands strong as a force for female good to improve the lives of young girls and achieve 100% menstrual hygiene adoption in India. Disclaimer: *1 out of 5 girls drop out of school forever due to lack of period products &amp; education. **For every 1 pack of Whisper Ultra Clean, Ultra Soft Airfresh, Bindazzz Nights sold in the month of 1st Feb- 8th Mar'2021, Whisper®️ will provide menstrual hygiene education and pads to 1 girl.

Whisper and UNESCO's latest ad illustrates how dreams come to a grinding halt for many Indian girls due to the lack of period education and protection

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Adoption of sanitary napkins is less than 20% in India, whereas adoption of cosmetics like lipstick is significantly higher at 65%: Chetna Soni, P&G

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Whisper urges to #KeepGirlsInSchool after they get their periods

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Whisper and UNESCO's latest ad illustrates how dreams come to a grinding halt for many Indian girls due to the lack of period education and protection

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