For Women’s Month (August) Atmosphere proposed launching a Pink Tax campaign, following global media mentions of this phenomenon. We wanted to find out from SA women if they feel they’re charged more for the same or very similar products and services. We also wanted to demonstrate the range of expenses that women have, which is exactly why it’s so important to manage their money effectively and consult a financial planner.
Atmosphere’s content aimed to generate conversation around the issue of Pink Tax and how women perceive they are being ‘pink taxed’ on a daily basis. But we also wanted the campaign to empower women because collectively, women’s buying power is significant. We wanted women to feel in control of their financial lives and engage with a financial planner to help them secure their best possible financial future.