#AxePeriodPantsTax

Client: WUKA

The #AxePeriodPantsTax campaign, spearheaded by WUKA Founder and CEO Ruby Raut, aimed to abolish the 20% VAT on period pants in the UK, classifying them as essential menstrual products. Launched in 2018, the campaign faced initial resistance from HMRC, which categorized period pants as luxury items. Ruby Raut’s persistent advocacy involved collecting evidence, forming strategic partnerships with high-profile entities such as M&S, and garnering support from MPs and various charities. The campaign’s multifaceted approach included public petitions, direct engagement with government officials, media outreach, and corporate collaboration.

The campaign culminated in a historic victory in November 2023 when the Chancellor announced the removal of the VAT on period pants. This success is not only a legislative win but also a milestone in advancing menstrual equity and environmental sustainability. By eliminating this discriminatory tax, the campaign has made period pants more affordable and accessible, promoting healthier and sustainable menstrual options. The initiative has mobilized public support, highlighted the importance of women's health, and fostered a supportive environment for small businesses like WUKA. The campaign’s innovative strategies and relentless advocacy have set a precedent for future initiatives aimed at promoting gender equality and sustainability.