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Bloody Mary Misogyny

GSD&M
Bloody Mary Misogyny by GSD&M

credits

Title
  • Bloody Mary Misogyny
Entrant
  • GSD&M

About This Project

Summary

We created a pop-up bar at SXSW called Bloody Mary Misogyny that had only two drinks on the menu: the Bloody Mary and the Bloody Marc. Both drinks had the exact same ingredients. The only difference was the Bloody Marc was free, and the Bloody Mary had a $1 luxury tax. Our sexist cocktails made festival-goers aware of how ridiculous the tampon tax is. The strategy: Showcase the bloody inequity at SXSW by engaging in a simple act (buy a cocktail) to spur social change.

Goals & Objectives

In 22 states, menstrual products are categorized as luxuries, not essentials. Period Law came to us with a goal to activate all Texans because removing the tampon tax here could set a precedent for other red states, improving access to menstrual products across the country.

Results & Impact

20% of party goers visited bloodytax.com 120 of them contacted a representative Hundreds attended the public hearing for HB300 325% lift in social chatter month-over-month Most importantly, Texas HB300 passed the house and moved to the senate - a significant victory for period equity

the team

Nicole DuMouchel
  • Group Creative Director
  • GSD&M
Jeanne Janutol
  • Copywriter
  • GSD&M
Claire Baffoe
  • Art Director
  • GSD&M
Neeti Newaskar
  • Group Strategy Director
  • GSD&M
Jay Russell
  • Chief Creative Officer
  • GSD&M
Keisha Townsend
  • Chief Inclusion Officer
  • GSD&M
Maria D'Amato
  • Executive Creative Director
  • GSD&M
Tori Reneker
  • Creative Director/Experience Design
  • GSD&M
Juliana Longoria
  • Sr. UX Designer
  • GSD&M
Skylar Bowen
  • Digital Producer
  • GSD&M
Kim Faulkner
  • Director of Engineering
  • GSD&M
Grace Amiss
  • Social Strategist
  • GSD&M
Sabrina Spodek
  • Social Strategist
  • GSD&M
Mary Cabana
  • Social Media Manager
  • GSD&M
Paige Kelton
  • Paid Social Media Supervisor
  • GSD&M
Mark Schectman
  • Social Media Director
  • GSD&M
Saira Rabbani
  • Media Director
  • GSD&M
Leigh Browne
  • Creative Director
  • GSD&M
Jon Williamson
  • Creative Director
  • GSD&M
Johnny Fuchs
  • Editor/Visual Effects
  • GSD&M
Marcela Masso
  • Associate Producer
  • GSD&M
Stijn Dobbelaere
  • AV Producer
  • GSD&M
Helena Abbing
  • Sr. Print Producer
  • GSD&M
Liz Hamel
  • Sr. Studio Artist
  • GSD&M
Mariel Salcedo
  • Project Manager
  • GSD&M
Stephanie Collins
  • Strategist
  • GSD&M
David Rockwood
  • VP Community Relations
  • GSD&M
Melissa Severin
  • SVP Communications
  • GSD&M
Paige Crossman
  • Communications Content Strategist
  • GSD&M
Kangsan Kim
  • Project Manager
  • GSD&M