This campaign bombards U.S. governors with payment requests to highlight the 'tampon tax'

TBWA\Chiat\Day LA created effort to draw attention to the extra money people pay on period products

Published On
Oct 18, 2022

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Period a global nonprofit fighting for menstrual equity, is going on the offensive in the movement to end the continued existence of the so-called “tampon tax” across 22 states with a new campaign launched in partnership with the agency TBWA\Chiat\Day LA. 

The campaign focuses on the fact that, for the 16.9 million menstruating Americans who live in poverty, tough spending decisions are exacerbated by the monthly need to purchase period products like pads and tampons—which, in many states, are made more expensive by a sales tax of up to 7% charged on them. 

The #PeriodPayback campaign, launched on Oct. 8 to correspond with the organization's annual “Period Action Day,” urges individuals across the U.S. to challenge governors of these 22 states to repeal their tampon taxes by sending payment requests to their public government emails via apps like Venmo, Cash App and Zelle. 

To draw attention to the exorbitant costs associated with these taxes, Period encouraged participants to align their payment requests with these costs—for example, charging Texas Gov. Greg Abbott $2,860 to reflect the collective $28.6 million that the tampon tax charges Texan menstruators each year. 

“Greg, if your 🍆 bled, would that tax exist?!” an indignant sample payment request from Period reads. Over 1.3 million low-income Texans face “period poverty,” or the inability to afford menstrual products, according to the organization. 

“Until folks can bleed in peace, you don’t deserve peace,” the organization’s mock up request to Georgia Gov. Brian Kemp proclaims. “Axe the tax!” 

Along with these payment requests, the campaign also joined marches across the U.S. organized by the Women’s March movement on Oct. 8. At the march located in Washington, D.C., TBWA\Chiat\Day LA captured photos and video of members of Period, carrying bright red signs labeled with #PeriodPayback and QR codes that directed individuals to information about the costs associated with the tampon tax, which add up to an annual $110 million across the U.S.

Period also shared several posts across its Instagram, TikTok and Twitter highlighting the campaign and encouraging people to use the campaign’s hashtag to share their own payment requests to governors in the 22 states with a tampon tax.



A post shared by PERIOD. (@periodmovement)


“Right now, 22 states still tax period products, but it’s their 22 governors doing the taxing,” Kristi Lira, senior copywriter at TBWA\Chiat\Day LA, said in an email. “Emotional pleas haven’t worked, so it’s time for dollars, cents and a little bit of trolling. We want to rally people together to hold these politicians accountable and help us get #PeriodPayback for the millions of Americans experiencing period poverty.”



Oct 18, 2022
Agency :
TBWA\Chiat\Day Los Angeles
Client :
Executive Director :
Michela Bedard
Development Director :
Dara Wilk
National Programs Director :
Damaris Pereda
National Campaign Manager :
Ameer Abdul
Communications Manager :
Emily Swanigan
Chief Creative Officer :
Renato Fernandez
Chief Design Officer :
Bruno Regalo
Executive Creative Director :
Kirsten Rutherford
Group Creative Director :
Kindra Meyer
Senior Creative Copywriter :
Kristi Lira
Senior Creative Art :
Gwen Echenagucia
Junior Creative Copywriter :
Nebraska White
Junior Creative Copywriter :
Madison Graham
Social Creative Lead :
Janni Widerholm
Designer :
Sydney Tomer
Designer :
Ekaterina Cervantes
Junior Studio Designer :
Emerson Heasmman
Chief of Staff :
Jillian Rudman
Brand Executive :
Devin Villacis
Design Brand Director :
Monica Gelbecke
Chief Strategy Officer :
Jen Costello
Associate Director of Connections :
Stephanie Ehui
Strategist :
Hannah Schweitzer
Director of Production :
Anh-Thu Le
Executive Producer :
Dena Moore
Producer :
Danny Arnone
Craft Production Manager :
Alessandra Horn
Associate Producer :
Linnea Goodman
Director of Business Affairs :
Robin Rossi
Talent Payment Manager :
Rachel Kaftan
Director of PR :
Pamela Chinawah
Senior PR and Communications Manager :
Autumn Drummond

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