Campaign: Periods Are Not a Luxury. Period.

WPP company:
J. Walter Thompson New York
Period Equity


Thirty-six American states collect sales tax on tampons. To highlight this absurdity, J. Walter Thompson New York created a PSA featuring model/actress Amber Rose wearing what seems a luxurious necklace but ends up being a tampon holder, posing the question “where else would you keep something that 36 states tax like a luxury?”

Results & Awards:

  • 1m views in the first 10 hours.
  • 3 - health wellbeing