Period Equity: advert-body-2 by JWT New York & The Sweet Shop

36 of US states collect sales tax on tampons and pads, which an organization called Period Equity says makes a woman’s period a luxury. To bring light to this inequity, the organization, JWT, The Sweet Shop and model/actor Amber Rose have teamed up for what seems to be a luxurious jewelry ad.

The ad calls out that these 36 states, by failing to classify menstrual products as a necessity and denying them an exemption from sales tax, have effectively deemed periods a luxury, so says Period Equity, a national law and policy organization dedicated to advancing menstrual access, affordability and safety.

The tongue-in-cheek campaign shows Rose sensually modelling diamond-encrusted jewelry pieces. As the female voice-over states the opulence of the pieces, she states: “Where else would you keep something that 36 states tax like a luxury?” as Rose pulls a tampon from the necklace.