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Pink Tax Price Experiment (Girl Talk HQ)

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Pink Tax Price Experiment (Girl Talk HQ)

Pink Tax Price Experiment (Girl Talk HQ)
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Pink Tax Price Experiment
In Canada, women are charged more than men for some of the exact same products and services. Known as The Pink Tax, this pricing discrimination costs a woman close to $100,000 dollars during her life. The problem? Most didn’t know about it. So to raise awareness, we applied The Pink Tax to an item not normally affected by it. Coffee. We captured the stunt and released a video. Within days millions were watching, sharing and commenting. We made Canada’s National Newspaper and sparked a half hour debate on the National broadcaster, the CBC. For the first time in Canada, The Pink Tax became a major topic of conversation – over half the country heard about the issue. We got people taking action too, with a government petition to stop this pricing discrimination. Most importantly, we empowered women with the choice to avoid paying a premium, just because of their gender.
Country : Canada
Agency : BBDO Toronto
Advertiser : Girl Talk HQ

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