Health: period pants brand WUKA breaks taboos with new campaign

On World Menstrual Health Day (28 May) WUKA is challenging everyone to break taboos that exist around periods with an inclusive campaign.

To mark the day, the UK’s first ever reusable and leak-proof period wear brand has launched an inclusive campaign.

Aiming to break taboos that still exist around periods, the new campaign #InMyWUKA is showcasing bravery. The brand is amplifying the voices of individuals sharing their experience, while celebrating their period stories and them as individuals.

The campaign is inspired by the idea of redefining how glamour is depicted online by highlighting individuals who share their lives with no filter, stepping away from a societal construct of beauty that depicts women as mannequin who have to meet unattainable requirements set by reality TV, social media and an artificial lens.

WUKA women

As part of #InMyWUKA, the brand is aiming to represent every body, with hopes to encourage other individuals to feel free to express themselves and their own period experiences.

Featuring six powerful women, the campaign shares stories from actress, presenter and disability activist Samantha Renke, who speaks about her experiences of conversations around sex, periods and puberty as a disabled woman.

Speaking with WUKA, Samantha said: “No one would talk to me about sex, about periods, about puberty.

“It was just a really taboo subject, and even now, I am not expected to be a sexual being. I’m objectified or treated like a child.

“A product like [WUKA] is amazing because it gives you autonomy. It gives you independence. It’s going to change my life and make me feel more independent.”

#InMyWUKA also tells the stories of actress Dani Harmer who recalls feeling shame and embarrassment around her first period; body positive influencer Sophie Edwards who lives with PCOS; model Emma Whittaker who opens up about endometriosis; Model Caprice-Kwai Ambersley who talks about mental health on her period; and Elizabeth who stresses the importance of honest discussions around peri menopause.


The campaign from WUKA stresses the importance of open conversations around menstrual health and periods, but it also brings the importance of independence and periods to light.

For the disabled community, periods are often a topic that non-disabled people shy away from, with a stigma still wrongly attached to disability and sex.

Inclusive campaigns are helping to reduce this stigma, along with individuals sharing their experiences.

Working with period underwear brand Modibodi, digital creator Lucy Edwards has opened up about being blind and getting her period. Lucy details that being blind, she cannot see when she menstruates, meaning she often relies on her sister for assistance.

By wearing period underwear everyday, Lucy has gained more independence with her cycle and now feels more in control.

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