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CVS Health

Health for Every Body

In 22 of 50 states, menstrual products are not treated as essential health products and are subject to retail tax. In 2022, CVS Health committed to pay the "period tax" on behalf of customers, and joined a partnership to eliminate it nationwide.** CVS Health came to IDW wanting to bring this campaign to life with a series of docu-style photo shoots. Built from deep respect for the subjects, and prioritizing photographers' independence in creating trusting relationships on set, the imagery for the print and digital campaign was commissioned with three different regional artist teams, unified by a cohesive post approach.

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The final images set course for a new approach to brand photography at CVS Health.
The creative direction prioritized real people, shot in their own homes and neighborhoods.
We focused on creating trust first—building stories through real-time input from the subjects, while maintaining a minimal on-set footprint.
Unified color and post-production created a cohesive body of work across three regional artist teams.

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Each of these images represents what we’re trying to do with this platform; reach people where they are, as they are. Thank you.

Jane Burre

Art Director, CVS Health

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*"What is the 'tampon tax?'" USA Facts, July 27, 2022.

** "Why CVS Health helps pay the tax on period products," CVS Health, March 8, 2023.

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