The Tampon Book: a book against tax discrimination|海报/平面|广告营销案例【ADGuider广告指南】

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卫生棉书: 一本反对税收歧视的书

案例简介：背景鱼子酱，松露甚至油画-在德国，许多奢侈品的税率仅为7%，而卫生棉条和其他女性卫生用品的最高增值税税率为19%。近年来，所谓的卫生棉条税激起了国际抗议活动，并且已经在加拿大，肯尼亚等国家甚至美国一些州废除了。但是，在德国，卫生棉条仍被征税为奢侈品，政客拒绝采取行动。女性公司是一家销售有机女性卫生产品的网上商店，希望在反对卫生棉条税的女权运动中发挥带头作用。描述创意 (40% 的选票) 我们将卫生棉条包装在一本书中，因此以较低的7% 的税率出售它们。换句话说: 我们以法律本身胜过法律。但是卫生棉书不仅仅是入侵德国税收系统的智能包装。卫生棉条书包含45页，上面有大胆的插图，并赋予了有关月经，禁忌和女权主义的故事，并提倡请愿书，敦促德国议会讨论废除卫生棉条税。描述执行 (40% 的选票) 这种包装应该使产品更便宜-而不是更贵。因此，我们将其降低到最大，但同时遵守最高的可持续性标准-就像它包含的15个有机卫生棉条一样。卫生棉书印刷在回收纸上，有45页，根据德国法律，这是符合书籍资格的最低页数。它以黑白印刷，在选定的页面上带有红色高光。它由安娜 · 库贝洛 (Ana Cuberlo) 以大胆而毫不妥协的风格进行了说明，描绘了具有真实体型的女性，男性和非二进制人物。列出结果 (20% 的选票) 卫生棉书第一版在一天内售罄，一周内第二版。我们将这本书发送给了100位政治家和100位有影响力的人，其中许多人完全免费在社交媒体上分享了我们的故事。我们在Youtube、Facebook上的预告片，最重要的是，Instagram上的点击量超过1050万次-媒体预算绝对为零。主流媒体，例如德国最大的两个电视网络RTL和Pro7/Sat1，报道了这个故事，柏林日报等全国性报纸和几乎所有德语的女权主义博客都在卫生棉条上报道。在两周内，媒体的压力迫使几个反对派的政客做出反应，并邀请女公司的创始人联手。我们的请愿书获得了必要的15万个签名，以敦促德国议会讨论废除卫生棉条税。

卫生棉书: 一本反对税收歧视的书

案例简介：Background Caviar, Truffles and even oil paintings – in Germany many luxury goods are taxed with the reduced rate of only 7 percent while tampons and other female sanitary products attract the top value added tax rate of 19 percent. The so-called tampon tax provoked international protests in recent years and has already been abolished in countries like Canada and Kenya and even some US-States. However, in Germany, tampons are still taxed as luxury goods and politicians refused to act. The Female Company, an online shop which sells organic female sanitary products wanted to take the lead in the feminist movement against the tampon tax. Describe the creative idea (40% of vote) We packaged tampons in a book and, thus, sold them with the lower tax rate of seven percent. In other words: We outsmarted the law with the law itself. But The Tampon Book is much more than a smart packaging that hacked the German tax system. The Tampon Book contains 45 pages with bold illustrations and empowering stories about menstruation, taboo and feminism and promotes a petition which urges the German parliament to discuss the abolition of the tampon tax. Describe the execution (40% of vote) This packaging was supposed to make the product cheaper – not more expensive. So we reduced it to the max, but at the same time adhered to highest sustainability standards – just like the 15 organic tampons it contains. The Tampon Book is printed on recycling paper and has 45 pages, which is the minimum number of pages to qualify as a book according to German law. It is printed in black and white with red highlights on selected pages. It was illustrated by Ana Cuberlo in a bold and uncompromising style, depicting women, men and non-binary characters with real body types. List the results (20% of vote) The first edition of The Tampon Book sold out in a day, the second edition in a week. We sent the book to 100 politicians and 100 influencers, many of whom shared our story on social media for absolutely free. Our trailer film on Youtube, Facebook and, most importantly, Instagram was viewed more than 10.5 million times – with a media budget of absolutely zero. Mainstream media, like Germany’s two largest TV Networks RTL and Pro7/Sat1 picked up the story, national newspapers like Berliner Zeitung and virtually every feminist blog in the German language reported on The Tampon Book. Within two weeks, the media pressure forced politicians from several oppositional parties to react and invite the founders of The Female Company to join forces. Our petition got the necessary 150,000 signatures to urge the German parliament to discuss the abolition of the tampon tax.