#AxeThePinkTax
Color System
UX Design
Campaign Design
Pink tax is a form of gender-based price discrimination in which women are forced to pay more for the exact product as men. Studies have shown that prices differ on products such as clothing, personal care, toys, clothing (from children's clothing to adult's) and extend beyond products to services. The products and services are often marketed with a pink color or feminine appearance, giving pink tax its name.
I redesigned the campaign #AxThePinkTax to be more attention grabbing and push a topic I feel needs to be discussed more so than it is. This topic required more social media presence, bolder language and more creativity on how to target every market to raise awareness.
The app allows users to post pictures of evident gender-based priced discrimination, and locate stores that need to do better by women.
The website allows members to download collateral and artwork to promote the cause.
THE ACTIVIST IN EVERYONE
All registered members are given full rights to download business cards and letterheads with their name, information and the title Activist. Business cards include bold headlines or facts on each to become a statement maker as they are handed out.
Downloadable / customizable letterheads are also available with the purpose of writing to legislators, organizations, etc.
SILENT STICKER PROTEST
Members of the community stand outside shopping malls, subway stations, etc. handing out stickers to people who are interested. The stickers are then subtly placed on products in stores that are disproportionately priced for women.
Street signage accessible to all members on the website.
Signage for stores who support #AxThePinkTax