To raise awareness of The Pink Tax in Canada, we took an item not affected by the Pink Tax – coffee –and applied the Pink Tax to it.

We took over a local Toronto coffee shop, replacing their menu board to reflect new, increased prices for female customers. Then with hidden cameras, we captured unexpected reactions as women were told they had to pay more than men for their coffee. The video was then released on Girl Talk HQ’s Facebook page and website.

In an unorthodox and risky moved, we reached out and contacted media outlets directly with no help from a traditional PR agency. The timeline only three days.

Within days, hundreds of thousands of Canadians were watching, sharing, liking and commenting on our video stunt – sometimes getting into heated debates. We garnered over 400,000 organic views in a couple of days and in less than a week media coverage included Huffington Post, CTV, Metro News, the Canadian Broadcast Corporation, and even the front page of The Globe and Mail – all amounting to over 20 million impressions overall. That’s over half the population of Canada! But more importantly we took the Pink Tax from a relatively unknown topic in Canada to a topic everyone wanted to talk about. Plus, we inspired thousands of women to adopt a new outlook next time they hit the store.