Today, 22 states still tax period products as luxury goods. Viagra, on the other hand, isn’t taxed. Under this tax, menstruators are forced to pay an unfair, pricey amount for a human necessity making menstrual products inaccessible for many. In fact, in the U.S., 64% of menstruators reported having difficulty affording menstrual products in their lifetime.
PERIOD.ORG tasked us to create a campaign to draw attention to the extra money people pay on period products: #PeriodPayback. On Period Action Day (October 8th), we’ll trolled the governors of GA, TX, and AR. These people have yet to do something proactive about repealing their state’s tampon tax. We sent them thousands of simultaneous Payment Requests to their public government emails—all in amounts relative to costs associated with the tampon tax. Then, we shared our requests in social media to get others to join in on sending the requests, and got some PR from AdAge.
In addition, we provided PERIOD with protest signs to be used during the Woman’s March in DC on October 8th.
Role: Associate Creative Direction / Art Direction
Copywriter: Kristi Lira
Group Creative Director: Kindra Meyer
Executive Creative Director: Kirsten Rutherford
Chief Creative Officer: Renato Fernandez