Women live expensive lives. Every month, they need a little luxury.

A digital campaign for our client Lid Hellas, which talks about an issue that at first glance seems to be a women’s issue but ultimately should concern all of us.

Period products have a 24% VAT. As if they were a luxury. This is not just a tax. It is discrimination!

Lidl Hellas reduces this inequality in practice, by permanently reducing the price of period products. And provides them free of charge to the Lidl team, in the workplace.

With this initiative, it aims to promote women’s equality and address “period poverty” in Greece.

Our campaign comes to talk about this very serious issue, with a twist.

Do women live expensive lives? Or are they forced to pay dearly for something that is in their nature?