Nadiya Hussain fights back against period poverty to tackle 'shame' women feel

07 March 2023 , 12:00

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Nadiya Hussain has launched a collaboration with WUKA (Image: BBC/Wall to Wall Media Ltd/Cliff Evans)

An often overlooked element of poverty and financial struggle is the cost of periods, as tampons and pads can be expensive, despite the tampon tax being abolished.

Many people also factor in the environmental damage done by their non-recyclable products, so have moved to menstrual cups or period pants to tackle waste. Unfortunately, these products still come with an initially high price tag, although they can be cheaper in the long run.

For those living in poverty or crisis, a sanitary period may not be attainable without support from charities or others around them.

This International Women's Day, TV chef and activist Nadiya Hussain has teamed up with period brand WUKA to tackle period poverty by giving free menstrual underwear to those in need.

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Nadiya has been outspoken about women's equality throughout her career (Shared Content Unit)

Nadiya has become a firm fixture of British TV since her rise to fame on The Great British Bake Off back in 2015. She won over the audience and the judges and has gone from strength to strength since with multiple cookbooks and shows.

The chef has used her platform to bring awareness to issues of mental health and gender equality as well as tackling racism. For International Women's Day 2023, she has released a line of reusable period pants with the popular brand WUKA.

For each pair sold, WUKA will donate a pair to Choose Love, an organisation close to Nadiya's heart. Choose Love provides refugees, migrants, and other displaced people with essential supplies - including period products.

Nadiya said: "As a Bangladeshi woman, a mother to a girl, and an advocate for gender equity, I fully support the crucial work WUKA is doing to address the issue of period poverty.

"I feel privileged to partner with a brand that really cares, to support WUKA in its mission to drive awareness of the issues the menstruating population faces today, whilst also helping Choose Love distribute much-needed period supplies.

"When I first set out to become a chef, I recognised that to be successful I had to break down a number of barriers and cultural taboos that stood in my way. This collaboration embodies much of that continued mission.

"Unfortunately, there's still so much stigma and shame around menstruation, so working with WUKA to rewrite the narrative around how periods are perceived is just one step towards breaking down some of the barriers that women and girls face in their day-to-day lives."

Ruby Raut, CEO and co-founder at WUKA, added: "Nadiya is an inspiration to so many women and is a powerful role model for many. She truly personifies WUKA’s message that nothing should hold women back, and partnering with her is an incredible opportunity to elevate our shared mission to destigmatise cultural taboos and champion equity.

"This partnership will help to expose the many challenges the menstruating population faces every day while supporting Choose Love, and amplifying the 'Wake Up Kick A**' mindset that WUKA and Nadiya share."

Danni Scott