Detroit agency Lafayette American has been playing its part in encouraging Michigan to vote to overturn the so-called "period tax" with a bold campaign drawing attention to the 27 U.S. States that still places taxes on menstruation products.
The ads, made in conjunction with organizations including Period.Org, Period Equity, Alliance for Period Supplies and I Support the Girls, ran on Instagram and out-of-home on the run up to Oct. 9, National Period Action Day. They include copy such as “Periods are already taxing enough,” “Period taxes are sexist,” and “Who is really pulling the strings?” (the latter showing a tampon string).
Yesterday, the Michigan House of House of Representatives voted overwhelmingly in favor of rescinding the state's taxes on products such as tampons, pads and other feminine hygiene products. The vote now goes to the state Senate for approval.
“This is an important victory," said Toby Barlow, chief creative officer at Lafayette American. "The tampon tax is an absurd and sexist policy, but it’s been allowed to continue because of the taboos and silence surrounding this topic. Outdoor was a great medium for our work, because it said we’re not ashamed, we’re going to put this issue out there, front and center. Michigan is a great win, and now we only have 25 states to go.”
The ads are also available for download for other states to use. (The remaining states with a period tax are: Alabama, Arizona, Arkansas, Colorado, Georgia, Hawaii, Idaho, Indiana, Iowa, Kansas, Kentucky, Mississippi, Missouri, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, South Carolina, South Dakota, Tennessee, Texas, Virginia, West Virginia, Wisconsin and Wyoming.)
Elsewhere, other agencies having been doing their bit to highlight the issue, including TBWA/Chiat/Day L.A., which teamed with Period to run a campaign called "Period Pieces," encouraging influencers to post content in period costume.