In Slovakia, 44% of women experienced period poverty. Tesco raised awareness and drove change through a powerful PR campaign. It introduced the Period Dress to cut through the taboo. A moderator made the first cut at a press event. The campaign drew attention from national and international media, appeared on national TVs, and generated over 13,000,000 total impressions. Tesco then cut VAT on its own-brand products and prompted a parliamentary proposal to change the law.