Procter & Gamble’s feminine-care brand, Whisper has released a new thought provoking ‘The Missing Chapter’ film via Leo Burnett India, as part of the fourth edition of its #… read moreKeepGirlsInSchool (KGIS) movement. This time, the film aims to educate mothers on the biology of periods so that they, in turn, can educate their daughters on periods including menstrual hygiene and using sanitary pads during their monthly cycles. Studies show, 1 in 5 girls drop out of school every year in India due to lack of period education. Studies have also found that 7 in 10 mothers don’t know the biology of periods and consider it ‘dirty or impure’, often passing this to their daughters. With mothers being the first teachers of their children, it is important they educate their young daughters correctly about the natural process of periods and about using the right products. In most parts of India, mothers themselves are unaware about the biological workings of their body during menstruation leaving 71% of the girls in India not aware about periods when they first get them. As a result, young girls have limited knowledge on how to manage their periods and prefer to stay home during period days every month. The new film begins with the attendance roll call being done in a classroom and the protagonist, Purvi, being absent yet another day. Her friends decide to take matters in their own hands to educate Purvi’s mother so that their friend doesn’t miss another day of school because of her periods. They collect an assortment of objects — a bicycle seat, plastic bottle, pipes, marbles, and watermelons — to create a science project 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 too, but it’s the mother that the friends want to meet. They set up their project and demonstrate for her the biological process of periods which happens each month and more importantly by using the right sanitary product, i.e., a pad can help them do everything on their period days, even attend school.
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