At the Women in Bus and Coach (WiBC) Summit in October 2024, Lorna Murphy, Director of Buses at Transport for London, in her role as Director of WiBC, stood on stage and launched a campaign that has since started to reshape conversations across our industry. The Period Positive Campaign is simple in its ambition but powerful in its impact: by the end of 2025, every operator, garage, support office and manufacturer should be a Period Positive Workplace.
It is a call that goes far beyond free period products. At its heart, this is about dignity at work. For too long, something so basic has been treated as optional or awkward to discuss. But the statistics speak volumes. According to ActionAid UK (2023), one in five women struggle to afford period products, while 17% say they have stayed home during their period due to lack of access. In any workplace, the availability of products should be as standard as toilet paper or soap. It is a small, practical signal of care, respect and inclusion – not just for employees, but also for visitors and contractors.
From the outset, the campaign has been collaborative. A cross-sector workstream, made up of both women and men from across the coach, bus, and community transport sector, meets every four weeks. Together, they have been busy: producing help sheets and a practical guide for businesses; working with early adopters to capture case studies; creating resources to help operators build the business case; and promoting inclusive language that breaks down stigma. A national survey has also been conducted to understand needs and barriers more clearly, ensuring the campaign is shaped by real-world evidence.
Momentum has been steadily building. WiBC has showcased the initiative at events including Euro Bus Expo 2024, hosted a dedicated webinar, and used its newsletters and social media to amplify the message. The campaign has been picked up in the trade press too, bringing fresh attention and new signatories to the pledge. Each visible moment helps bring more voices into the conversation.
The results are already tangible. Across the UK, operators are beginning to act. Toilets are being stocked with products. Leadership teams are reviewing policies. In garages and depots, conversations that were once avoided are now being had openly. The campaign is changing the culture of our industry in small but significant steps.
And yet, there is still more to do. WiBC and its partners are clear that this cannot stop until period poverty and period stigma are eliminated from our industry altogether. The goal is not simply compliance, but transformation – creating workplaces that are more inclusive, compassionate and respectful for everyone.
In many ways, the Period Positive Campaign exemplifies what makes the coach, bus, and community transport sector strong. It is practical. It is collaborative. And it is rooted in the belief that dignity at work should never be optional. This is change driven not by rules, but by compassion and courage, and it is already driving our industry forward.
