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Period Equity: Not A Luxury

JWT NY & Amber Rose team up for provocative PSA lampooning the luxury tax status of tampons.

by shots on 29^th September 2017

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Period Equity – Period Equity: Not A Luxury

Credits

Agency J. Walter Thompson (JWT) New York/United States of America

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Credits

Agency J. Walter Thompson (JWT) New York/United States of America
Director Melanie Bridge

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Non-profit organisation Period Equity has teamed up with J. Walter Thompson New York and rapper Amber Rose for this provocative PSA which lampoons the way sanitary products are taxed as 'luxury' items in 36 states.

Shot in the style of a luxury jewellery commercial, the video, directed by The Sweet Shop's Melanie Bridge, features Rose lounging on a chaise longue and fondling a bling-encrusted, 18-karat white gold necklace. But in a humorous twist, her diamond neckpiece is revealed to be a high-class tampon holder - one of three actual pieces of jewellery which have been commissioned by the agency.

The campaign launches officially tomorrow (September 30) at Rose’s OPENed Women’s Conference & SlutWalk in Los Angeles.

Connections

Agency J. Walter Thompson (JWT) New York
Director Melanie Bridge

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