WUKA (wake up kick ass), the UK’s #1, pioneering period and pee-proof reusable underwear brand founded by former Great British Entrepreneur 2022 Ruby Raut, has won the “BREAKTHROUGH PARTNER” award for their ‘game changing menopause initiative’ at the second annual GenM Awards. Launched by GenM, the menopause partner for 80 brands such as QVC, Next, Boots and Holland & Barrett, the Awards debuted last year to celebrate the businesses working to make the menopause experience better.
With 15.5 million women in the UK in menopause at any given time, this vital audience of consumers and employees needs support. Ground-breaking research from GenM’s Invisibility Report highlights that 87% of menopausal women feel overlooked by brands and a huge 90% wish brands would do more to support the menopause.
WUKA’s efforts to better serve this increasingly demanding audience includes:
Channel 4’s Official Period Partners – the first national broadcaster to launch an inclusive Menstrual Health Policy;
“Desi Period Stories” billboard campaign targeting South Asian audiences, highlighting cultural taboos surrounding (peri) menopause:
NEW DryTech™– launch of the world’s first multi-size incontinence undewear;
#NeverDiscreet Campaign – petitioning to remove the word “discreet” from incontinence branding to reduce stigma, shame and improve health outcomes for menopausal women.
