"Women are powerful consumers and financial decision-makers, and the importance of empowering them to plan their own financial lives as well as those of their families cannot be over-emphasised. The Pink Tax campaign was a strong enabler – not only for women, but also for financial planners to have meaningful conversations with their clients. The campaign was highly impactful – and it influenced perspectives and decision-making across a broad economic spectrum." 
- Esann de Kock, Head: SPF Communication, Sanlam

Sanlam, a leading South African financial services group, wanted to lead local conversations on important women's issues in the personal finance arena. The aim of this was to enable its financial planners to have topical conversations with their clients on real issues that matter. Pink Tax, the premium levied on female-specific products and services, was one of these important issues and already attracted international attention, but locally it was not on the agenda of consumers or regulatory decision makers.