Period Equity, Amber Rose, J. Walter Thompson NY + The Sweet Shop stand against tampon tax

AmberRose_PeriodEquity[1].jpgToday, 36 of the U.S. states still collect sales tax on tampons and pads. By failing to classify menstrual products as a necessity, and denying them an exemption from sales tax, these states have effectively deemed periods a luxury. To shed light on this unfair and discriminatory practice, Period Equity, a national law and policy organization dedicated to advancing menstrual access, affordability and safety, launches a tongue-in- cheek campaign that lampoons the tax's by designing luxury, diamond encrusted jewelry pieces, that are actually tampon holders.

The campaign, created by J. Walter Thompson New York and produced by The Sweet Shop, features a glamourous Amber Rose lounging on a chaise and playing with a luxurious neck pendant. The film was directed by Kiwi Melanie Bridge.

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The sophisticated film draws people into her world before revealing, in a dramatic twist, that the necklace is actually a tampon holder. The question is posed, "where else would you keep something that 36 states tax like a luxury?"

It will launch at Amber Rose's OPENed Women's Conference and annual SlutWalk on September 30 in Los Angeles.

Says Jennifer Weiss-Wolf, co-founder of Period Equity and author of a new book, Periods Gone Public: Taking a Stand for Menstrual Equity: "We were thrilled to collaborate on this project with JWT and Amber Rose. There's a long road ahead in the fight for safe and accessible menstrual products for all, as well as instigating open, shame-free conversation around periods. This campaign, coupled with Amber's unflinchingly strong voice on gender issues, is a smart approach to drumming up much needed discourse around menstrual equity, and calling for systemic change as well."

Says Amber Rose, women's issues advocate and public figure: "The fact that most states still view tampons as a 'luxury' is another example of the gender inequality in this country that both the SlutWalk and OPENed Women's Conference aim to combat. What I love about this campaign is its sarcastic, unedited realness. It was an honor to be a part of and I hope the message, and the beautiful necklaces, grab people's attention to help get this ridiculous tax overturned."

Says Sarah Barclay, executive creative director, J. Walter Thompson New York: "This tax targets half of the population, and many don't even realize that the majority of states have it. So we wanted an idea that was so absurd, it couldn't be ignored, and could help to ignite legislative action."

The PSA, directed by Melanie Bridge, features 3 luxuriously bejeweled tampon holder necklaces exclusively designed by high-end jewelers in satirical luxury. The designers include; Ilaria Lanzoni, head designer of Hearts on Fire, celebrity jeweler Jade Trau and Kevin Grey, a multi-award winning silversmith.

Says Bridge: "The tax on menstrual hygiene products is unacceptable in my mind, and this is a project I wanted to be behind. Amber is not only striking and dynamic, but she's also a celebrity who puts her money where her mouth is in terms of standing up for women and defending their rights. She's a person who knows how to use her influence in today's world."

The campaign consists of a tongue-in-cheek PSA, digital and social components, and the 3 exclusively crafted gold, silver and diamond necklaces.

To watch the PSA and learn more about Period Equity and its mission, visit PeriodEquity.org.

Client: Period Equity
Founder: Jennifer Weiss-Wolf
Founder: Laura Strausfeld
 
Agency: J. Walter Thompson New York
Executive Creative Director: Sarah Barclay
Creative Director: Yana Hunt
Copywriters: Danielle White & Christopher Phillips
Head of Production: Anthony Nelson
Agency Producer: Gillian Blain
Global President: Claire Capeci
Account Manager: Adaire Carey
Global Planning Director: Marina Pen
Project Manager: Drazen Kupres
 
Production Company: The Sweet Shop
Director: Melanie Bridge
Executive Producer: Laura Thoel
Bidding Producer: Carolyn Pedrossian
Line Producer: Michelle Stark
Director of Photography: Danny Ruhlmann
Production Designer: Erin Dallesandro
Still Photographer: Howard Wise
 
Editorial: Beast
Editor: Lindsey Nadolski
Post Producer: Jennifer Gotharb

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