"The Missing Chapter" from P&G at the Cannes Lions

Last week our industry held its annual Cannes Lions awards and festival where all facets of our global industry come together to celebrate creativity. I did not personally attend this year, but I did view from afar to bask in the glory of our collective work.

One stand out award winner for me is from P&G and its campaign called “The Missing Chapter.” It’s a program in India where the company helps to educate girls in school about their menstrual cycles, important information that is missing in the culture at critical ages.

Here’s the Cannes Lions submission video from P&G that explains it …

Here’s a bit more about the program from the Cannes Lions website and the P&G submission ….

“Winning the Grand Prix in the Sustainable Development Goal Lions category, agency Leo Burnett and brand P&G Whisper created ‘The Missing Chapter’ as part of its ‘Keep Girls in School’ movement. The campaign begins with a shocking statistic, “23 million girls drop out of school every year at the onset of puberty”, and continues by explaining that the chapter on period education was never printed in school books. Tackling this, P&G printed The Missing Chapter from these books onto red pieces of paper, adapting them into 23 different art styles and languages, and spreading the message across India. As a result, education leaders saw the campaign and made a change, and The Missing Chapter was added to books in the Indian education system.”

Such great important work, showing the power that companies and brands have to truly help communities. P&G should be very proud of this work and it should inspire us all to work towards improving the lives of our consumers.

What can your brand do? What’s your experience? JIM