Organic period care brand Flo has launched an extensive new campaign to end period shame and celebrate menstruation as one of life’s funny, messy moments.

https://www.youtube.com/watch?v=0J4PkAhW3Sk&ab_channel=HereWeFlo

The Bridgerton-themed spot encourages women to talk openly and candidly about their periods in an effort to de-stigmatise conversations around the menstruation process.

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To support the campaign Flo has also created an interactive out-of-home activation in partnership with Whole Foods’ Kensington store which will feature a range of giant period-related items until the end of March.

The film was commissioned after YouGov research released in January revealed that 1 in 4 people feel awkward about discussing periods, with half of all surveyed admitting that they had ‘made a noise’ to cover the sound of a tampon being unwrapped.