This February, spot a bold new player in London Underground advertising! Commuters
across the city's bustling stations will see a powerful message of sustainability, inclusivity, and empowerment. Ruby Cup, a brand known for its commitment to eco-friendly period care, is launching a striking billboard campaign across nine London Underground stations—including Liverpool Street, Old Street, King's Cross, Highbury and Islington, London Bridge, Elephant and Castle, Stockwell, Warren Street, and Waterloo—from February 24 to March 9. The billboards, displayed in Crossrail format - so across from the platforms- promote Ruby Cup’s new line of period underwear, a sustainable alternative to pads, tampons, and other single-use products.
One of the billboards from Ruby Cup’s campaign
Ruby Cup’s period underwear is designed to be both functional and environmentally friendly. The reusable underwear lasts over five years, considerably reducing waste while offering a comfortable, award-winning solution. Recognised by the Women's Running Awards as the best period care option for runners, this product has also received accolades for its sustainability credentials. With just one pair, you can help save approximately 2.2 kg of plastic waste from ending up in landfills over its lifespan.
Giving Back with Every Purchase Beyond offering a high-quality product, Ruby Cup is a pioneer in social impact. In 2011, when they launched, they were the first-ever period care company to offer a buy-one-give-one model: for every cup purchased, one is donated to charity. More recently, they introduced a new breakthrough project: for every pair of period underwear sold, 2% of the value is donated to a nursery in Kenya, a project initiated in 2015 in collaboration with the Golden Girls Foundation. This initiative supports local families by providing childcare, enabling parents to work without worry.
Kisumu ‘Learning Center’ Nursery, established in 2015 by Ruby Cup and The Golden Girls Foundation. In the picture, the children attending the nursery.
Diversity and Representation
The campaign’s visuals are a testament to Ruby Cup’s mission of inclusivity, showcasing a range of body types, ethnicities, and gender identities. By prioritising representation, the brand ensures that everyone who menstruates feels seen and included in the conversation around period care. The billboards feature diverse models, including an Asian model and a plus-size model, reflecting the brand’s dedication to making period care accessible to all. Available in sizes XS to 4XL, Ruby Cup’s underwear is designed to be soft, stretchy, and adaptable to different body shapes, ensuring everyone finds a comfortable fit. Keep an eye on our social media channels to see the full photoshoot and get an inside look at the creative process behind the campaign.
7 models wearing Ruby Cup’s Flow Freedom and Fearless period underwear, and holding Ruby Cups.
A Female-Led Vision: Spearheading the campaign is an all-female team, emphasising the brand’s commitment to empowering women. Artistic Director Elena Picchi led the creative direction alongside Ruby Cup CEO Amaia Arranz and Marketing Assistant Chloe Arneberg. "We designed this campaign with our community at heart—by women, for women, non-binary individuals, and all people with periods. Women have long been underrepresented in the workplace, in scientific research, and even in product development. We are proud to be part of the solution, ensuring that period care is designed by those who truly understand it. This campaign is more than just advertising; it’s a movement that celebrates strength, inclusivity, and the freedom to live without limits," says Picchi
To bring this vision to life, Ruby Cup partnered with Global and Hypnos Media, working
closely with an inspiring female account manager to execute the campaign and a talented female graphic designer leading the creative execution. The project was shaped by a collective of women from different backgrounds, each bringing their own story and perspective to the table. From the seven diverse female models to the talented female photographer Valeria Panarina, the campaign is a celebration of representation in all its forms—proving that period care is for everyone, no matter their shape, size, or background.
One of the billboards from Ruby Cup’s campaign.
Empowerment Through Comfort and Freedom:
The campaign’s artistic direction embraces femininity and strength, showcasing how Ruby Cup’s period underwear supports active lifestyles. The messaging highlights the underwear’s ability to move seamlessly with the body, offering unparalleled comfort and security—whether for sports or daily activities. Just as the underwear grants users the freedom to live without constraints, each purchase contributes to the freedom of Kenyan families who benefit from the brand’s social initiative.
Kisumu ‘Learning Center’ Nursery, established in 2015 by Ruby Cup and The Golden Girls Foundation. In the picture, Amaia Arranz, Ruby Cup’s CEO with the children attending the nursery.
As this groundbreaking campaign rolls out across London’s Crossrail stations, it sends a clear message: everyone deserves great period products. Ruby Cup is not just offering a sustainable solution but also fostering a movement of empowerment, inclusivity, and social responsibility.
Keep an eye out for our billboards at Liverpool Street, Old Street, King's Cross, Highbury and Islington, London Bridge, Elephant and Castle, Stockwell, Warren Street, and Waterloo. If you spot them, snap a picture and tag us—we’d love to see them through your eyes!
One of the billboards from Ruby Cup’s campaign.