Jess Shaw
Loughborough University

The Price of Pink

Thank you to Interbrand for their feedback: ‘Jess created a provocative campaign stunt showcasing the inherent discrimination behind the pink tax. The idea was near bulletproof, and Jess’ commentary was confident and thus, profoundly compelling. The brand was fully realised with every choice clearly and logically in service of a succinct brand mission that we feel would really create change.

Jess’ presentation was so expertly delivered that we struggled to drum up provocations to challenge them. We risked a particularly difficult question regarding the moral quandary of offloading the financial burden of the pink tax onto uninvolved consumers, noting that this may cause a backfire in consumer sentiment. Jessica answered us, again, with an expert’s precision – citing the ability of consumers to opt-out after necessarily having awareness raised, without financial sacrifice, thereby evading the misplaced offload. Overall, there were very few, if any, flaws to her campaign and concept.

Jess’ campaign was well executed and presented very professionally. They clearly understood the world of Guerilla campaigning and took the brief “Reality Check” in a clever direction, by forcing their audience to acknowledge the problem, by bringing it to them. By holding the lens of injustice up to the audience, in a seemingly mundane environment such as a Car Park, Jess encouraged a strong reaction, therefore drumming up momentum for their campaign. The campaign was also well branded, the use of a distinctive colour palette made it instantly recognisable and ownable.’