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.

The Challenge

Women’s Month is a cluttered space with more and more special deals and marketing campaigns timing their launch for August each year. Many campaigns are dedicated to celebrating women during this month and championing the need for greater equality across the board. From a financial services perspective, it's the ideal opportunity to shine the light on the importance for women to put proper financial planning in place but the question is, does anyone take notice? For our client Sanlam, we wanted to engage South African women in a way that would resonate with them and generate conversation.

The Idea

We proposed launching a Sanlam Pink Tax campaign, following global mentions of this phenomenon in the media in the previous year. We wanted to find out from South African women if they feel they are 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 for women to manage their money effectively and consult a financial planner.

The Solution

On behalf of Sanlam, we commissioned a research company to survey 500 men and 500 women (total sample size was 1000) from across South Africa and from a broad age range (18 to 50+). Using questions covering purchasing experiences of toiletries, clothing, medical screenings, contraception, grooming products and more, the survey set out to explore how men and women feel about what they pay for similar items. Using the data insights, we created media stories on pink tax and provided useful tips for how to beat it. We also collaborated with influencers to generate conversation online around the issue of pink tax. The influencers were challenged to document a typical day in their life showcasing the additional expenses females incur, just to be a woman.

The Results

An AVE of R 2 980 070 and media reach of 30 573 565 from 67 pieces of publicity was secured during the 1-month campaign. Conversation was generated on leading talk radio stations, in print and digital personal finance titles and in lifestyle titles too.

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