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Whisper, a brand from Procter & Gamble, has launched a new campaign as part of the fifth edition of its #KeepGirlsInSchool (KGIS) movement. This industry aims to raise awareness about early periods among young girls, addressing a crucial need as girls as young as eight are starting their menstrual cycles. Without proper education and access to period products, millions of girls are at risk of dropping out of school.

The new campaign features a film with 8-year-old girls who are unaware of menstruation, imagining the worst possible causes for unexpected bleeding in one of their friends. The film uses a catchy jingle, “periods ka matlab healthy hai aap” (periods mean you are healthy), to normalize this natural biological process. This approach aims to educate young girls in a fun and engaging way.

Rajdeepak Das, Chief Creative Officer at Publicis Groupe South Asia and Chairman of Leo Burnett South Asia, highlighted the empowering nature of this campaign. He noted that while girls are experiencing periods earlier, they are often educated about them much later, if at all.

Girish Kalyanaraman, Vice President and Category Leader of India Feminine Care at Procter & Gamble highlighted the changing dynamics in period biology, making early education even more essential. Through this initiative, Whisper aims to help girls understand that periods are a healthy part of life and educate them on how to take care of themselves during menstruation. Whisper’s educational programs reach over 60,000 schools annually, and now they are focusing on even younger students.

Consumers play a crucial role in this industry. By purchasing Whisper Ultra packs, they can directly support education and provide sanitary pads to keep girls in school.

KGIS has already taught over 100 million schoolgirls and mothers about periods and provided free sanitary napkins to girls, working to reduce the stigma and dropout rates associated with menstruation.

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