Ishrath Nawaz Reviews “The Missing Chapter”: Purpose-Driven Advertising That Moves
Ishrath Nawaz recently reviewed the powerful P&G “The Missing Chapter” campaign—an initiative addressing period education in Indian schools—that won the Cannes Lions Grand Prix in Sustainable Development Goals. Here’s his expert take on why this campaign sets a new benchmark in purposeful marketing.
Real Challenge: Education Doesn’t Include Periods
Even today, many Indian school curriculums avoid talking about menstrual health. P&G’s research showed this silence leads to absenteeism, shame, and misinformation around puberty. “The Missing Chapter” doesn’t just launch a message—it underscores a critical education gap.
From the Adweek summary:
“For decades, Indian schools have not taught girls about their periods … The Missing Chapter earned the top prize at the Cannes Lions International Festival of Creativity for Sustainable Development Goals.”
Ishrath notes that identifying a systemic social gap, not just a marketing need, is the campaign’s first strategic win.
How the Campaign Works Emotionally and Strategically
- Relevance with Authenticity
The campaign mirrors real classroom content—there was no fluff, only honest portrayal of taboo. It feels lived-in, not imagined. - Purpose with Solution
Beyond raising awareness, P&G collaborated with education boards to actually insert the chapter into textbooks. This is activism, not just advocacy, and that’s what Ishrath calls branded intervention. - Scale & Recognition
By targeting systemic change (school curriculums), the campaign scales far beyond a product’s reach. This is branding as impact, and Cannes recognized its depth.
Ishrath highlights that the campaign doesn’t just tell a story; it changes a structure, making it work both emotionally and operationally.
Case Snapshot
Objective:
Introduce period education in classrooms at a national level.
Tactics Used:
- Embedding real content into textbooks
- Sharing authentic student stories
- Launching social content tied to international campaigns (#LetsTalkMenstruation)
Results:
- Awarded Cannes Lions Grand Prix for Sustainability
- Widespread curriculum adoption
- Deep emotional engagement from girls and parents nationwide
Success was not measured in ad views—it was measured in social impact.
Ishrath Nawaz’s Key Learnings for Brands
- Start with real insight
Solve a social problem first, product second. - Blend emotion with execution
Real storytelling is not lamppost copy—it’s system change. - Design for legacy impact
Campaigns that rewire culture have long-term brand mileage. - Use earned awards deliberately
Prestige like Cannes isn’t vanity—it’s credibility for change.
Final Thoughts
“The Missing Chapter” does more than break silence on periods—it rewrites the narrative.
For Ishrath Nawaz and Ka Brand Consulting, it’s a powerful example of how purpose + strategy + emotion can go beyond branding and create social change.
This is advertising at its most potent—measured not by impressions, but by lives changed.