In Australia, in 2000, the consumption tax on goods and services was introduced. Essential items were excluded but the 10% tax was added to all sanitary protection products. Women were outraged and a political battle has waxed and waned ever since. In June this year, the Australian Senate voted to scrap what has become known as the tampon tax. It was a nice gesture but is unlikely to have any effect. It will probably not pass on the House of Representatives because the Coalition Government, which is currently in power, does not support the change. There is no tax on Viagra.
For women on the poverty line, the cost of sanitary protection is a critical issue. “One in 10 girls in the UK can’t afford sanitary products. Every month they’re forced to use loo roll, socks, or even a newspaper,” a new UK campaign by adam&eve DDB for social enterprise, Hey Girls, states.
That copy is part of an arresting pull-out ad for the brand’s sanitary towels, which have just launched in Waitrose and Asda stores. The ad is a D-I-Y sanitary towel kit. Users pull out the page, cut around the sanitary pad outline, fold the “wings” where indicated and voilà– they have a paper sanitary towel like those used by women who can’t afford to buy a real one.
The ad’s copy also lets people know that for every box of Hey Girls sanitary towels purchased, the organisation donates a pack to girls who can’t buy one. Hey Girls was begun with the philosophy that girls and young women should never have to compromise their wellbeing or their health. Its sanitary products are also chlorine and bleach free, and environmentally friendly.
Mat Goff, chief executive officer of adam&eve DDB, commented, “Period poverty is a degrading inequality which sees girls right here in the UK left to improvise. When we met Celia and the team at Hey Girls we knew we wanted to get involved and help shine a light on their social enterprise approach to ending period poverty in the UK.”
Hey Girls founder, Celia Hodson, added, “The lack of appropriate menstrual protection has an impact on school attendance, participation in sports and self-esteem. Getting Hey Girls period products in front of supermarket customers lifts the lid on period poverty and showcases ways in which consumers can make a difference through their purchasing power, every month.”
Agency: adam&eve DDB
Chief Creative Officer: Richard Brim
Deputy Executive Creative Directors: Ant Nelson & Mike Sutherland
Copywriter: Sali Horsey
Art director: Zoe Nash
Agency Producer: Nickie Dixon
Planner: Milla McPhee
Managing Partner: Charlotte Cook
Account Managers: Kathryn Gooding & Katie Briefel
Design: King Henry Design
Designer: Santi Rey
Artwork: Emma Vincent-Pagden
Media Agency: 7Stars
Sampling Agency: Pod Staffing