Date: Oct 2017
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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.


Client: Period Equity

Founder: Jennifer Weiss-Wolf

Founder: Laura Strausfeld

Agency: J. Walter Thompson New York

Executive Creative Director: Sarah Barclay

Creative Director: Yana Hunt

Copywriters: Danielle White & Christopher Phillips

Head of Production: Anthony Nelson

Agency Producer: Gillian Blain

Global President: Claire Capeci

Account Manager: Adaire Carey

Global Planning Director: Marina Pen

Project Manager: Drazen Kupres

Production Company: The Sweet Shop

Director: Melanie Bridge

Executive Producer: Laura Thoel

Bidding Producer: Carolyn Pedrossian

Line Producer: Michelle Stark

Director of Photography: Danny Ruhlmann

Production Designer: Erin Dallesandro

Still Photographer: Howard Wise

Editorial: Beast

Editor: Lindsey Nadolski

Post Producer: Jennifer Gotharb