Period health brand WUKA is celebrating South Asian Heritage Month with a ‘taboo-busting’ out-of-home campaign running across Westfield and Lewisham Shopping Centres in London.
Launched in partnership with global out-of-home owner JCDecaux, the creative spotlight five influential South Asian women navigating different phases of their menstrual cycles.
Inspired by WUKA founder Ruby Raut’s very own experiences of menstruation growing up in Nepal, where she would be banished from the household and forced to use on of her mother’s old saris as a pad, the campaign looks to spark vital conversations around the process and break down taboos within the South Asian community and wider British society.
“Three million South Asians live in the UK and 1 in 5 Londoners are of South Asian heritage, many of whom are concentrated in areas of East & West London,” WUKA global brand director, Priya Chandé said.
“By encouraging people to share their #DesiPeriodStories, we hope to reframe negative connotations traditionally associated with periods, foster more inclusivity and improve health outcomes for South Asian women.”
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The need for educational campaigns such as these become crystal clear, when figures reveal that up to 45% South Asian women agree that the menopause is a taboo subject that’s rarely discussed, with only 14% feeling reasonably well-informed about its physical effects.
Produced by a South Asian female team, the campaign will feature a roster of influential South Asian women including sexual wellness educator Seema Anand, menopause advocate Lavina Mehta MBE, and disability activist Shani Dhanda, sharing their own #DesiPeriodStories.
JCDecaux head of collaboration and acquisition and lead on reach, Thanh Catachanas added: “WUKA’s entry captivated our judging panel. Its compelling, ambitious creative concept leverages the capabilities of DOOH advertising to uplift and amplify underrepresented voices.
‘The WUKA Wedding’ stood out for its powerful imagery, positive and joyous portrayal of South Asian women. We are excited to showcase this campaign in London- a city renowned for cultural diversity – via Out-of-Home in Westfield London, Westfield Stratford City and in Landsec’s Lewisham Shopping Centre, perfectly positioned to reach its intended audience.”
