The One Show

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2023 One Show - Cultural Driver

The Missing Chapter

Agency Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai

Client P&G Whisper


Multicultural Impact

Annual ID


About the Work

Girls lag behind boys in education in India. The adult literacy rate in rural areas for females is 50.6% whereas for males is 74.1%. Girls are at a higher risk of dropping out of school by the time they hit puberty. Every year a whopping 23 million girls, drop out of school, because of one missing piece of information on menstruation. Menstruation is a topic so taboo that no one in society, not even mothers talk about it to their daughters. The only place they could have learnt about menstruation is at school. But sadly because of the same taboo even the national council of education never printed the chapter menstruation. To make matters worse, this problem is bigger in media dark, rural areas with poor school attendance. Furthermore, India is a vast country with different languages and culture that changes every 20 kms. We had to find a solution that could tackle all these hurdles. The missing chapter didn’t just get accepted in villages across India, it also was instrumental in changing a century old education system. In a historic decision, the government committed to change a education system by adding the missing chapter on periods in schoolbooks. Missing Chapter campaign overall generated 1Million + Petitions 2.5 Million Packs Bought 9.5 Million Girls Educated 13 Million Reach On Social Media (>2X vs yearly average) >35Million e-com impressions

2023 Awards

Total Points: 21



Leo Burnett India / Mumbai

Client / Brand

Procter & Gamble / Whisper / Mumbai

Production Company

Offroad Films / Mumbai

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