R-kiosk has built a brand with a sharp social nerve – one that refuses to remain a bystander in society. Its communication strategy has been consistent and rooted in a clear belief: trust and relevance are not born from safe silence, but from the courage to take a stand.
That is why R-kiosk spoke up on both Women’s Day and Men’s Day. On International Women’s Day, R-kiosk spoke out against the unfair VAT on menstrual products and will cover the tax itself going forward. On Men’s Day, it opened up a conversation around men’s mental health.
Because we wanted to address issues that genuinely matter and deserve public discussion, we chose to do so in channels where real conversations can happen. Our communication strategy was built around the platform where people feel comfortable being honest and engaging thoughtfully – Reddit. It became the heart of both campaigns, supported by digital and earned media.
“Who would have thought, years ago, that some of Estonia’s sharpest socially conscious campaigns would come from R-kiosk every year?” – Kristi Saare
Women’s Day Campaign: “Being a Woman is 22% too expensive”
On Women’s Day last year, R-kiosk decided to draw attention to the unfair taxation of menstrual products. Menstrual hygiene products are essential everyday goods, yet in Estonia they were subject to a 22% VAT rate – one of the highest in Europe. This is an unfair additional cost borne only by women. As many as 64% of school-aged young people have had to miss school or sports activities due to limited access to menstrual products.
R-kiosk decided to cover the VAT on menstrual products itself, reducing prices for some items by more than 50%.
We sparked a public conversation and received extensive positive feedback.
This was not a temporary price change – the discount remains in place until change happens at the national level and menstrual products become more accessible to women in every store.
Men’s Day Campaign: “Men Imprison Their Emotions”
On International Men’s Day 2025, R-kiosk brought men’s mental health into focus. We highlighted the fact that society expects men to be strong, not emotional. The result is a life expectancy gap of up to eight years.
To make this invisible issue visible, we installed a cage-like sculpture of a male figure filled with flowers in one of Tallinn’s busiest shopping centres.
In addition, through Reddit, we created space for an honest conversation, where many men shared their personal stories.
Trust reflected in sales
Although sales were not the primary objective of the campaign, communication around menstrual product pricing led to a 95% increase in sales within the campaign category over the course of a month. Even after the campaign, sales have continued to grow at a rate of 67%.
This is exactly the kind of work – where brand courage, social impact and measurable results come together – that earned us the title of PR-Agency of the Year at this year’s Golden Egg Awards.
550 000
MEDIA CONTACTS
HUNDREDS
of people shared their thoughts on Reddit
67%
sustained sales growth in the menstrual products category
Meta team
Janet Õunapuu Consultant
Karin Järvet Senior Consultant
