Whisper is a feminine care brand that has the mission to protect and help girls and women’s period with best products and caring. According to this mission, Whisper successfully found the insight that girls encounter confidence plummet during puberty, especially Chinese rural girls whose parents are not living with them. The lack of parental companionship makes them feel fear, confused and lonely. 

Whisper created a short documentary film portraying the fear and confusion rural girls experienced having had to enter puberty and have their first menstruations without their parents around. The documentary was strategically chosen to air prior to the Chinese New Year, an emotional holiday for most people.  Leveraging an integrated approach that included China top influencers and NGO advocacy, an in-house event and Confidence Summit, Whisper put the issue on public agenda and encouraged city-born females to lend a helping hand to its rural sisters.

A five-month campaign

CREATING EMOTIONAL CONNECTION

-Created a hero video on the challenging issue of rural girls to showcase their fear, confusion and loneliness in puberty without parents’ companionship and what Whisper could help them

DRIVING PUBLIC DIALOGUES

-Released video on Top portal media Tencent prior Chinese New Year when parents were preparing gifts for their rural girls to raise TA empathy

-China Top KOLs advocated followers to support campaign

-Launched “Buy One Help One “ pack in top ecommerce platforms

#LikeAGirl CONFIDENCE SUMMIT

-Engaged leading gynecological experts, psychologist, charity spokesperson and social influencer to advocate the importance of instilling girls’ confidence.

STRATEGIC NGO PARTNERSHIP

-Partnered with China Youth Development Foundation to distribute Whisper products and puberty classes to 200+ P&G Hope Schools within rural areas, covering 20,000 rural girls.

-Partnered with China Education & Development Foundation to distribute primary school puberty education programs, covering 80,000 rural girls this time.

The overall campaign captured 10.6 billion impression and 500,000 engagement.

The documentary film successfully garnered over 4 million views and led to 157 earned editorial articles and generated 9 billion impressions; Social conversations surrounding the issue amounted to over 40 earned influencer posts, generating 10 million impressions and 240,000 social interactions.

#LikeAGirl Confidence Summit generated over 796 million impressions and 236,000 engagements. Over 120 editorial articles were generated. Social buzz following the Summit reached 30 million social impressions and 111,000 social interactions. Two hundred students attended the Summit in support of the cause.

A total of 100,000 underprivileged girls in rural areas benefitted from the Whisper product donation in collaboration with the China Youth Development Foundation.