Earlier this year, a report revealed that 40 percent of girls aged between 14 and 21 in the UK had to use toilet roll because sanitary items were too expensive. A staggering one in ten girls cannot afford sanitary ware, whilst 15 percent of all women struggle to afford it.

Project Period had the idea of creating the Tampon Taxi – a bright pink taxi with tampons on, to highlight the issue. The organisation approached a couple of media outlets until Huge Media finally agreed to take on the campaign, with so many turning it down due to its controversial imagery. Working with Transport for London, Huge Media and Project Period got the advert approved.

Transport for London took a lot of negotiating before allowing an advert of this nature”

“Transport for London took a lot of negotiating before allowing an advert of this nature. It’s always their view that the professional nature of the taxi trade be kept intact. This helps give people the feeling of safety inside their cabs 24 hours a day, seven days a week. However, upon hearing the facts around Period Poverty, they were more than happy to help raise awareness,” says Stephen McConville of Huge Media.

Huge Media, which specialises in taxi and vehicle livery, received the designs from Project Period and the vinyl, printed out-of-house, took around six to eight hours to wrap.

The London cab can be seen on the roads of the capital until December 19th, where it will be operating as a normal taxi but also making some special stops along the way, handing out sanitary items to homeless shelters across London.

Those who spot the pink taxi are being asked to share their pictures on social media with the hashtag #TamponTaxi to spread the message.

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