I recently worked with WUKA (Wake Up Kick Ass) - an award-winning period underwear brand - on its first ever taboo-busting digital OOH billboard campaign entitled “The WUKA Wedding”, shown across Westfield and Lewisham Shopping Centres in London, and in partnership with JCDecaux UK.
Set against the backdrop of a colourful Indian wedding, the campaign features five influential South Asian women as they navigate different phases of their menstrual cycle - from first periods to menopause. Just like periods, each woman carries a Sari differently and every Sari tells a story about the individual who embodies it. The “leak-proof aunties”, “period powerful beti (young girl)” and “drip-free dadi (granny)”, are captured celebrating being leak-free, confident and comfy in their WUKA’s under their bright and colourful wedding outfits.
Inspired by WUKA founder Ruby Raut’s own #DesiPeriodStory growing up in Nepal where she was banished for bleeding and given her mother’s old sari rags to use as period pads, the campaign aims to encourage more conversations around menstruation so that periods, like Sari’s, are nothing to be ashamed of.
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