P&G Keep Girls in School Campaign

The "Keep Girls in School" campaign is the brainchild of our team at Leo Burnett, meticulously conceived and brought to life by me and our creative minds in the team. The campaign serves as a powerful spotlight on a critical issue – a concerning statistic that approximately 2.3 crore girls in India are compelled to abandon their education annually during puberty due to the absence of adequate Period Education and access to Menstrual Hygiene products. Our creative approach involves delivering a potent message: when 2.3 crore girls relinquish their education every year, they also surrender their dreams. To effectively convey this sentiment, we produced a compelling film and partnered with a diverse range of influencers and celebrities. Notably, Whisper and UNESCO united with a shared mission to address this issue head-on. By purchasing a pack of Whisper, buyers contribute to the cause – Whisper pledges to provide Menstrual Hygiene education to one girl. We crafted a strategy that ensured the campaign's message reached a wide and engaged audience. We amplified its reach across various platforms including social media, print, and digital channels. The campaign's approach captured the attention of the industry, showcasing the potency of creative messaging in addressing pressing real-world challenges. This resonance extended to media coverage as news outlets and media platforms recognised the campaign's relevance.