Welcome to the Group

Challenge

In Costa Rica, sanitary products are taxed like luxury items, costing a fifth of the population more than 25% of their average weekly income. Millions of women can’t afford them, and thousands of girls miss school when they get their period.

NGO Nosotras Women Connecting needed the government to realise that sanitary products are not a luxury … period.

Solution

We created a massive multi-media campaign featuring a pad-shaped filter on national TV and social media and converted billboards into law-changing petitions.

A WhatsApp group directly engaged every congress member with deeply emotional video messages directly from girls thanking each one of them, personally by name, in advance for passing this important law. Politicians responded very positively, and publicly to the group.