Bauer Media Brands unite against tampon tax with ‘No Gender Selective Tax’ campaign
Bauer Media has launched its No Gender Selective Tax campaign, a push to end what is essentially a tax on being a woman.
The campaign was created by Bauer Media’s insights-led commercial storytelling division, Story54, in collaboration with communications and advocacy agency Collins Gartrell.
The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and sanitary items for all Australian women.
As a champion for all Australian women, Bauer’s leading titles have united to influence legislative change, with 36 media brands, including ELLE, The Australian Women’s Weekly, Cosmopolitan, Woman’s Day as well as the Trader Group supporting the campaign. Consumers are encouraged to sign the petition at bloodyannoying.com if they wish to join the campaign.
Says Paul Dykzeul, Bauer Media CEO: “For well over half a century our brands have been forceful advocates for women’s issues and have played a significant role in promoting political, social and cultural change. We intend to use our influential voice to make a change to our tax system that should have been made years ago.”
Says Fiorella Di Santo, GM Publishing Fashion, Luxury, Food & Home: “This isn’t just about women, it’s about equity and fairness. The GST on sanitary products is effectively a tax on being female. It’s unfair and discriminatory and has to go.”
The No Gender Selective Tax campaign is a part of Bauer Media’s corporate purpose to be the champion for Australian women, and their promise to publish 10 million words by 2019 towards a more equal future for women.
Says Jane Waterhouse, GM of Story54: “Bauer Media’s role in this campaign is to act as change agents. We want to represent the voice of Australian women, and ensure this issue is heard and not hidden.”
The campaign launches today across Bauer Media’s print, digital and social media channels, reaching 9.2 million Australians*. It is intended to be the first in a series of Bauer Media campaigns to create change and a more equal future for Australian women.
Creative Directors: Simon Collins, Collins Gartrell; Clare Catt and Jane Waterhouse, Bauer Media.
Art Direction: Zoe Mckenzie, Bauer Media.
Campaign Directors: Claudine Hall and Kate Althans, Bauer Media.
4 Comments
“As a champion for all Australian women, Bauer’s leading titles have united to influence legislative change, with 36 media brands, including ELLE, The Australian Women’s Weekly, Cosmopolitan, Woman’s Day…”
Is this a fucking joke? CHAMPION OF WOMEN??
These titles, for the better part of the last century, in some cases, have done more to damage women, their self worth, self esteem and self love than any shitty tax on a tampon could match.
These magazines put celebrities with cellulite on their covers, point out ‘baby bumps???’ that aren’t baby bumps, champion unhealthy body images, reduce the value of a woman to the sex she’s having, the clothes she’s wearing or the food she’s eating, question her curves, question her bones, her age, her wrinkles, her youth, her frame of mind.
Get a fucking grip you self righteous dickheads. Champion of women. What rubbish.
Well that escalated quickly.
Hahahaha true but
I applaud the intentions, and I hope it works. Given the important objective, I think the messaging missed an opportunity to be simple and singleminded. It looks like three campaign ideas were presented and the client bought a bit of each. That said, it’s fucking mental that this campaign is even necessary, so thank you for giving it the oxygen it needs.