Whisper India and Leo Burnett India used traditional native art to break taboos and spread period education to help keep girls from dropping out of school.
The brand has used one of India’s oldest communication forms – ‘wall-art’ to spread period education in India’s smallest towns and villages.
After identifying 28 art styles specific to the geography of each state, the brand worked with local artists to create custom hand-drawn paintings centred around ‘The Missing Chapter’ on periods. Hyper-localized in 28 different languages, slogans with catchy lines were crafted to bust period myths along with a 3-step visual aid on how to use a pad. These paintings have been put up on school and village wall. The missing chapter explains the simple biology behind periods, how to use a pad and the importance of continuing their school education to girls.
Speaking about the campaign, Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett said “We believe that design and creativity can change human behaviour and this is one of the biggest examples of it. The Missing Chapter that hasn’t reached millions of girls in India will now be made accessible through local art to everyone. Thousands of school and village walls have become a canvas for local artists to talk about one of the most important lessons for girls – period education. A lesson that girls can’t miss. We borrowed from culture to break cultural taboos.”
CEO & Chief Creative Officer- South Asia: Rajdeepak Das
CEO & Chief Strategy Officer- South Asia: Dheeraj Sinha
National Creative Director: Sachin Kamble
Executive Creative Director: Sonal Chhajerh
Executive Vice President & Head of Digital: Niket Kumar
Associate Executive Creative Director: Gaurav Kumar
Associate Vice President Strategy: Noor Samra
Creative Director: Indrajeet Kadam
Creative Director: Tinna Rajput
Copywriter: Kaizeen Vankadia
Art Director: Nilay Chourikar
Editor: Akshay Sonawane
Associate Creative Director Digital: Deepika Baghel
Brand Services Partner: Andrea D’Souza
Brand Services Director: Purvi Bakliwal
Brand Strategy Director: Anjali Kamath
Head of Films Department: Jignesh Maru
Agency Executive Producer: Anil Sonawane
Copywriter: Amit Nandwani