The Drum Awards for Marketing - Extended Deadline

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Date: Apr 2019
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Women should not have to pay extra for gender specific goods — razors, dry cleaning and hygiene products — where many studies have shown that they pay more for those items than men.

It’s called the ‘Pink Tax’ and some brands have called attention to the pay gap problem over the past few years. The European Wax Center is taking a stand by launching the next phase of its #AxThePinkTax campaign to raise awareness of this gender price discrimination.

Created by Laundry Service, year two of this multichannel campaign encourages women everywhere to take active steps to claim their worth. From driving awareness to providing women with the information and tools they need to take action, European Wax Center hopes to ignite a movement to make the Pink Tax impossible to miss.

By using social and digital content, out-of-home, live events, an influencer program, an in-center takeover across 700-plus locations and a new dedicated website – complete with a birthday calculator so that women everywhere can see how much the Pink Tax has cost them to date – among other components, the campaign calls out the absurdity of the Pink Tax and debunks anyone doubting the existence of this issue by showing gendered price discrepancies that follow women their entire lives, “from cradle to cane.”

Credits

Brand: European Wax Center

Title: #AxThePinkTax

Agency Partners:

Laundry Service: strategic, creative and digital lead

SwellShark: media planning and buying

HvM: public relations

Pereira O’Dell: creative

Republica Havas: multicultural advertising

Man84: in-center merchandising