Blood, sweat and tax: Rochelle Courtenay’s fight for period equity

This case study was developed using a mixed-methods approach, incorporating both primary and secondary data sources.

This case study examines Rochelle Courtenay’s journey to abolish the “tampon tax” in Australia. It begins with a phone conversation in March 2017 that ignited a movement to tackle period poverty. The case follows Rochelle’s transformation from a personal trainer to a leading activist and founder of “Share the Dignity,” an organization dedicated to providing menstrual products to vulnerable women.

The case highlights the policy contradiction of taxing essential menstrual products as luxury goods, despite their classification as medical necessities. Students will explore Rochelle’s strategic dilemma following her March 2018 confrontation with Prime Minister Malcolm Turnbull, who dismissed her concerns by stating he had “heard no noise” from states and territories. The case presents Rochelle at a critical decision point where she must choose how to respond while managing organizational resources and risks.

This case is suitable for:

Undergraduate and graduate courses in:

• Entrepreneurship;

• Social Entrepreneurship;

• Social Innovation;

• Nonprofit Management; and

• Entrepreneurial Leadership.