In India, every year a whopping 23 million girls, drop out of school, because of one missing piece of information on menstruation.

Menstruation is a topic so taboo that no one in society, not even mothers talk about it. That’s why 71% of girls in India are unaware of periods until they get it. Lack of information makes them believe that a natural process like periods – is a sign of death, disease, shame.

The only place they could have learnt about menstruation is at school. But sadly because of the same taboo even the national council of education never printed this chapter in schoolbooks.

Our objective was to spread period education at scale, to stop generations of girls from dropping out of school.

MISSING CHAPTER - For the first time in India, we designed a chapter that explains simple biology behind periods to educate girls of India. The chapter also explained easy ways for girls to manage their period by using pads.

MISSING CHAPTER LOGO: We designed a strong symbol to stand for period education. An amalgamation of both period and education in one unit. For the first time in the country, we told the story of the missing chapter on periods through a bleeding vulva, embedded in a book.

MISSING CHAPTER WALL ART: To reach the girls in media dark areas we used India’s oldest broadcasting medium wall art to spread period education.

MISSING CHAPTER PETITION: We launched a petition to add this chapter in schoolbooks and officially make it a part of curriculum.

Primary Target Audience: Young girls (aged 12+ years) in metros and rural India, on the verge of entering puberty and at risk of exiting school due lack of awareness of periods and how to manage them.

Secondary Audience: Indian citizens concerned about female education; Key stakeholders like government organizations and ministers with the power to change age old education system; School teachers responsible for imparting knowledge in schools. Influencers who wanted to join our cause.

We aimed to fight for education through education. To reduce female illiteracy by fighting off period illiteracy. If schoolbooks were missing the chapter on periods, we had to not only write it and spread it, but also make it a compulsory part of schoolbooks. Our strategy was to increase mental and physical availability of the missing chapter. Make it easy to access through various mediums and easy to understand.

FILM:

We started with a film telling the story of 3 rebellious girls reading the chapter out loud in school, to trigger the conversation nationally.

TV, DIGITAL, RETAIL:

The red piece of paper (the missing chapter) and the bleeding vulva logo became the symbol of our revolution. News channels read the chapter live on prime time TV. We urged Indian citizens & Influencers to read out the chapter on social media. We used our packs and retail space to take the conversation forward.

OUTDOOR WALL ART & PETITION:

In collaboration with local artists from 28 states, we adapted the chapter in native art forms and languages and painted the chapter on school walls in media dark areas to reach girls in every corner of India. We also launched a petition to add the chapter on periods in schoolbooks and to make it a compulsory part of curriculum.

In a historic decision, the government committed to change a century-old education system by adding the missing chapter on periods in schoolbooks.

1 million+ Petitions

11 million Girls Given Period Education

2.5 million Packs bought (Above Target)

25 million Views on YouTube

Views on OTT – 3 million

38.5 million people joined the movement

Social media/Digital

13Million reach on social media (more than 2X versus yearly average)

207,000 impressions on the filter (98% from females)

More than 35Million e-com impressions

PR value – USD 1.3 Million

42% coverage in CAT A publications

Total reach - 14.44 Million