This document summarizes a presentation about raising awareness of how tax contributions help empower women. It discusses communicating the message that taxes are not wasted but support programs upgrading rural women's lives. The strategy is to use emotive, hard-hitting messages to both raise awareness and induce guilt. Suggested ads use emotional human faces and address daily issues. A mass campaign across print, TV, radio and websites is proposed along with targeted digital ads. Celebrity endorser Deepika Kumari is suggested as she embodies woman empowerment rising from humble origins.