More sex. Less tax.

Why are some birth control methods taxed higher than others? And should the state really have a say in what's going on in Swede's bedrooms?  
Together with Natural Cycles°, we set out to challenge exactly that in our new campaign, “More Sex. Less Tax.” launched on Valentine’s Day.

This is a campaign with ambition: to inform, to advocate for Swedish sexual health and freedom of choice, and to confront the uncomfortable truth that Swedes’ once world-famous sexual confidence has been declining since the 1960s.

Through a series of tongue-in-cheek educational films starring the brilliant Emilia Rehnberg as a no-nonsense women’s health teacher, combined with bold guerrilla posters across the city, we’re taking the conversation from the classroom to the streets, and all the way to the Parliament.

Our mission is clear:
Lower the VAT on over-the-counter contraceptives to 6%.