2023-08-30 15:00:00
[ 매드타임스 서미지 대학생 기자] I think the ‘The Missing Chapter’ campaign that led to the change was an even more successful campaign. Long-standing cultural beliefs in India have stifled open conversations about ‘bordering’. Girls in India have been embarrassed and shocked by their sudden first menstrual period because their mothers, society and even schools did not inform them about it in detail.
Recalling their first menstrual period, the young girls confessed that they thought they were going to die, were ashamed and didn’t know what was going on. She said that no one told her about menstruation, even at home, and that it wasn’t even in school books.
I would like to introduce ‘The Missing Chapter’ campaign by Leo Burnett India and P&G Whisper, which aimed to improve this problematic situation. They created a chapter for female students about menstruation, which was not part of the school curriculum. Biological information about menstruation was printed on red paper, and the red paper they made soon became a symbol of the revolution. News channels introduced the paper and read it in real time.
Not only that, the chapter has been expressed in 28 languages and artistic styles, painted on walls in schools and villages as murals, striving to reach even the most remote parts of India, and many people read the chapter on social media, raising the voice of the petition. and spread.
‘The Missing Chapter’ campaign reached 14.4 million, educated 11.8 million girls about menstruation, and 38.5 million joined the campaign. The influence of ‘The Missing Chapter’ was even greater. It led to a historic decision: the government decided to change the long-standing education system by adding the chapter to the book.
How many examples of brands’ campaigns positively impacting historical change? Everyone knows that old cultural beliefs are hard to change. Therefore, I think that ‘The Missing Chapter’ campaign was an even more successful campaign, which brought positive changes to the situation in India, where it was difficult to have an open dialogue about ‘bordering’ for a long time.
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