Without enough family care and physiological education, left-behind girls in rural China suffered unimaginable scare when facing first menstruation.

Although the problem hurt girl's gender confidence strongly, it drew little public attention, which led to worse gender inequality.

Whisper's campaign utilize online films, news report and multi platforms placements to encourage public discussion and charity activities.

After that, Whisper successfully shifted public attention into left-behind girls first menstruation problem. In addition, routine charity activities were established, which is still bringing care to those girls in need constantly.

In order to make a living 230 million Chinese work away from their hometowns every year.

Created #Whisper Butterfly Charity Plan# help 100,000 stay-at-home Chinese girls to have more confidence and self-esteem.

1.A news documentary,recorded the left behind girls’ problems and hopes.celebrities were involved to share their own stories which led to wide-spread public discussions.

2.Classes for girls were delivered in 110 schools to address their physiological and psychological issues and the videos were spread online.

3.A charity campaign was also initiated on an e-commerce platform calling on women to donate“Love Packages” to the girls and to care for them during this “period”.

1.A news documentary,recorded the left behind girls’ problems and hopes.celebrities were involved to share their own stories which led to wide-spread public discussions.

2.Classes for girls were delivered in 110 schools to address their physiological and psychological issues and the videos were spread online.

3.A charity campaign was also initiated on an e-commerce platform calling on women to donate“Love Packages” to the girls and to care for them during this “period”.

The charity campaign received over 100 million comments.

Donations were received from 15 million people and “Love Packages” were continuously distributed.

Wide coverage by 100+ major media outlets.

In order to make a living 230 million Chinese work away from their hometowns every year.

Created #Whisper Butterfly Charity Plan# help 100,000 stay-at-home Chinese girls to have more confidence and self-esteem.

In order to make a living 230 million Chinese work away from their hometowns every year.

Over 100,000 girls entering puberty are separated from their migrant parents.

They face dramatic physiological and psychological changes alone.There is no one to tell them how to cope and how to protect themselves.

Whisper of P&G aimed to arouse social discussion therefore bring girls confidence via both psychological and physical care.