Actress Amber Rose stars in a new PSA protesting against taxes on sanitary products in 36 U.S. states that don't class them as a necessity.
Period Equity argues that not exempting tampons and pads from sales tax effectively treats them as a "luxury," and so the spot spoofs an upscale jewelry ad, with Rose twirling what looks like a diamond-encrusted pendant. It turns out to contain not a precious jewel, but a tampon. "Where else would you keep something that 36 states class as a luxury?" asks the voiceover.
The ad is by JWT New York and Melanie Bridge at the Sweet Shop directed. It was unveiled at Amber Rose's OPENed Women's Conference and annual SlutWalk on Sept, 30 in Los Angeles. The PSA features actual bejeweled tampon holder necklaces designed by high-end jewelers; Ilaria Lanzoni, head designer of Hearts on Fire, celebrity jeweler Jade Trau and silversmith Kevin Grey.
"This tax targets half of the population, and many don't even realize that the majority of states have it," says Sarah Barclay, executive creative director, J. Walter Thompson New York, in a statement. "So we wanted an idea that was so absurd, it couldn't be ignored, and could help to ignite legislative action."
The U.S. is not the only country fighting so-called Tampon Tax; the U.K.'s biggest retailer Tesco recently announced it was cutting the 5% taxes on sanitary products for customers for own-label and other brands, swiftly followed by fellow retailer Waitrose.