Some years ago, Canadian author Rupi Kaur already shed international light on the topic of menstruation by publishing photographs of her period. Now, The Female Company is following her lead by directing the public’s attention to the 19% VAT applicable to tampons and the like in Germany. In cooperation with advertising agency Scholz & Friends, they have brought the Tampon Book to market. As the name suggests, the Tampon Book contains tampons. The campaign aims to turn this rather personal subject into something more ordinary. At the same time, the authors question why tampons are taxed at the full rate of 19 percent, whilst luxury goods such as champagne, which is classed as food, are only taxed at seven percent.
THE TAMPON BOOK WINS FIRST PRIZE
For the Tampon Book, which contains information as well as organic tampons, Scholz & Friends was awarded the Grand Prix in the PR category for Germany at the Cannes Lions International Festival of Creativity, the most important event in the advertising industry, In the course of its 46 pages, the smart packaging idea The Tampon Book additionally contributes to educating consumers on menstruation. As a side effect, Stuttgart-based organic tampon manufacturers The Female Company are able to offer the sanitary products contained within the book at a reduced tax rate of seven percent. This is due to the fact that in Germany, the reduced tax rate of seven percent is applicable to books as well as selected foods.