The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Experiential & Immersive

The Missing Chapter

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

Client P&G Whisper


Craft / Art Direction

Annual ID


About the Work

Whisper, the leading sanitary napkin brand in India, is driven by it's purpose of 'unleashing confidence in girls to be who ever they want to be'. The brand also believes that education plays a key role in empowering girls. For 3 decades now, Whisper has been running its school program to prevent girls from dropping out of school because of lack of period awareness, period management. Despite its efforts, a whopping 23 million girls drop out of school every year in India as they hit puberty. The need of the hour was to find an effective solution to solve the problem at scale. Our objective was to spread period education even in rural areas that are media dark, to stop generations of girls from dropping out of school. For the first time in India, we designed a chapter that explains simple biology behind periods to educate girls of India. The chapter also explained ways for girls to manage their period by using pads. This chapter was read out in our film, through news readers on TV, by citizens on social media. MISSING CHAPTER WALL ART: To reach the girls in media dark areas we used India’s oldest broadcasting medium wall art to spread period education. PETITION: We launched a petition to add this chapter in schoolbooks and officially make it a part of curriculum.

2023 Awards

Total Points: 3




Leo Burnett India / Mumbai

Client / Brand

Procter & Gamble / Whisper / Mumbai

Production Company

Offroad Films / Mumbai

Related Awards





Follow Us