In Romania, menstruation is still silenced by euphemisms and stigma, while 1M women face period poverty and menstrual products are taxed as luxury goods. ENROUSH and LINE Agency launched “Call it by its name,” the first national creative campaign to break the taboo, mobilize society, and pressure Parliament. Through bold storytelling, activations, and a petition, we transformed a private issue into a public cause, pushing VAT reduction into legislative debate.
Call it by its name – We reduce the VAT on menstrual products.
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Shortlist
Brand Experience
Creative Effectiveness
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