WUKA, the company behind the UK’s first reusable period pants to replace tampons and pads, unveils its latest TFL campaign, WUKA SUCKS. In true WUKA style, this campaign doesn’t just speak the truth; it speaks the bloody truth about menstruation.
WUKA has never been one to shy away from challenging the status quo, and its polarising TV advert depicting actual blood and blood clots was no exception. Despite being flooded with 395 complaints, WUKA stood firm, refusing to back down from its mission to speak the truth about menstruation.
Instead of cowering in the face of controversy, WUKA has turned the criticism into an empowering movement, igniting conversations around the stigmas that have shamed periods and bleeding into silence. Because for 500,000+ women and girls, they love that WUKA SUCKS – WUKA SUCKS up even the heaviest of super heavy flows.
Central to the campaign are the NEW! WUKA Stretch™ Period Pants for Super Heavy Flow (£21.99, wuka.co.uk). These multi-size period pants for teens and adults are designed to ‘suck’ up 60ml of period flow – the equivalent of 12 regular tampons or eight pads. Providing comfortable, reliable, sustainable, leak-proof protection for up to 24hrs – even on your heaviest days.
“Our TV ad sparked a lot of debate highlighting how far we still have to go when it comes to normalising periods and changing the narrative that these are dirty or should be hidden out of sight. We refuse to be silenced by stigma; instead, we’re embracing the conversation with our WUKA SUCKS campaign and empowering women to reclaim their own narrative around periods and bleeding. It’s about bloody time,” said WUKA founder Ruby Raut.
In the face of negativity, WUKA emerges as a trailblazer, inviting everyone to embrace the reality of menstruation while confidently asserting that, for over 500,000 people, WUKA indeed does ‘SUCK’ – absorbing menstrual fluid and providing reliable protection with pride.
