Whisper, a feminine-care brand from the house of Procter & Gamble, has been running the #KeepGirlsInSchool (KGIS) movement for the past four years. The movement aims to break the stigma surrounding periods and educate girls about menstrual hygiene so that they don’t miss school during their monthly cycles. As part of the movement, Whisper has released a new film titled ‘The Missing Chapter’, conceptualized by Leo Burnett which aims to educate mothers about the biology behind periods.
The film begins with the attendance roll call being done in a classroom, and the protagonist, Purvi, being absent yet again. Her friends decide to take matters into their own hands and educate Purvi’s mother about periods so that Purvi doesn’t miss another day of school. They create a science project using objects like a bicycle seat, plastic bottle, pipes, marbles, and watermelons to explain the workings of the female reproductive system to Purvi’s mother.
When they reach Purvi’s house with their model, the mother thinks they’ve come to see Purvi. She tells them she is ‘unwell,’ another common way periods are referred to. However, it’s the mother that the friends want to meet. They set up their project and demonstrated to her the biological process of periods, which happens each month. They explain that by using the right sanitary product, like a pad, girls can do everything on their period days, and even attend school.
The #KeepGirlsInSchool (KGIS) campaign is important because, in many parts of India, menstrual hygiene is compromised due to the lack of education about periods. This leads to girls staying at home during their period days every month and eventually dropping out of school altogether. The campaign aims to break myths about periods being ‘dirty’ or an ‘illness’ by educating girls about the science of the female reproductive system and how the usage of sanitary products can help them go to school.
Speaking about the campaign, Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett – South Asia, said, “A mother is the first teacher of a child, the one who imparts life’s most important lessons. Thus she could be a powerful ally in our journey with Whisper to Keep Girls in School. But in India, mothers themselves lack the education to teach their daughters about periods. Our focus this year is to educate mothers, create a chain of positive information, and break the cycle of ignorance.”
Actor Mrunal Thakur, who supports the movement, believes that menstrual education is essential to teach girls about their periods, their body, and how to manage it. She believes that breaking the taboo and stigma surrounding menstruation is empowering girls with knowledge and choices, ensuring their right to health, dignity, and education. By keeping girls in school, we are investing in their individual growth and success and also in the progress and prosperity of society.
The KGIS campaign is not just about educating girls and mothers about periods but also about breaking the cycle of ignorance. It aims to create a chain of positive information, starting with educating mothers, who can then educate their daughters. By doing so, the campaign is creating a world where menstruation is not a barrier to girls’ education and well-being.
In conclusion, Whisper’s #KeepGirlsInSchool movement is an essential step towards breaking the stigma surrounding periods and educating girls about menstrual hygiene. By educating mothers, who are the first teachers of their children, the movement aims to create a chain of positive information that can break the cycle of ignorance. It’s time to have open conversations about periods and create a world where menstruation is not a barrier to girls’ education and well-being.
