Execution

Challenge In India, sanitary pads are considered to be a social taboo. In such a scenario, it's difficult for a teenage girl to be comfortable purchasing, storing, carrying and disposing off their pads. Teenage girls don't want others to know when they carry sanitary napkins or dispose off used ones. Objective Help these girls have a more discreet period experience and hence a happy one. Thus leveraging Whisper from a just another brand of sanitary napkins to a brand that understands girls and their periods. Solution Unsuspecting wrappers that help girls store and dispose off sanitary napkins with complete discretion. We designed a number of covers which looked like regular wrappers. These covers were given away with Whisper packs and were also kept in the ladies room of various schools, colleges, malls and multiplexes. All that girls had to do was pick up a wrapper and use it to store or dispose their pad. Result Thousands of girls had a more discreet period and hence a happier one.