The Sweet Shop’s Melanie Bridge highlights tampon tax in film for Period Equity
Today, 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 organisation dedicated to advancing menstrual access, affordability and safety – launches a tongue-in-cheek campaign that lampoons the tax by featuring diamond-encrusted jewellery pieces that are actually tampon holders.
The campaign, created by J. Walter Thompson New York and produced by The Sweet Shop, features a glamorous Amber Rose lounging on a chaise and proudly wearing a luxurious neck pendant. The sophisticated film draws viewers into her world before revealing, in a dramatic twist, that the necklace is actually a tampon holder. The bold question she poses: “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.
“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 encouraging 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, and calling for systemic change as well,” said Jennifer Weiss-Wolf, Co-founder of Period Equity and author of a new book, Periods Gone Public: Taking a Stand for Menstrual Equity.
“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,” said women’s issues advocate and public figure Amber Rose. “What I love about this campaign is its sarcastic, unedited realness. It was an honour 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.”
“This tax targets half of the population, and many don’t even realise that the majority of states have it,” said Sarah Barclay, Executive Creative Director, J. Walter Thompson New York. “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 stunningly bejewelled tampon holder necklaces exclusively designed by high-end jewellers in satirical luxury. The designers include; Ilaria Lanzoni, head designer of Hearts on Fire, celebrity jeweller Jade Trau and Kevin Grey, a multi-award winning silversmith.
Melanie Bridge, Director at The Sweet Shop said, “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.
Head of Production:
Danielle White, Christopher Phillips
Executive Creative Director:
J. Walter Thompson New York
Music and Sound
Audio Post Production:
Post Production / VFX
Carolyn Pedrossian (Bidding)
The Sweet Shop
Corporate and social