This Sanitary Pad Advertisement Had Us Nodding In Approval

Let's face it: the very mention of blood, especially that of the menstrual kind, makes most of us uncomfortable. If the topic of menstrual cycles crops upbetween friends, it's either slowly steered away from or discussed with kosher terms like 'chum' and 'time of the month' used to describe one's monthly menses. Menstruation has long been taboo, and not just in the more conservative circles. Go to an urban chemist to stock up on sanitary napkins and they will be wrapped for you in newspaper and stuffed into an opaque black plastic bag. If you purchase a pack of tampons over the counter, the covert stares you get could drill a hole in your head. All of that for a little blood.

It's hard to imagine that there's so much fuss around menstruating even though it's such a natural part of a women's life. But we approach something of a watershed cultural moment. Bollywood, at least a section of it, is refusing to be embarrassed by the subject of menstruation any longer. The upcoming PadMan stars actor Akshay Kumar as Arunachalam Muruganantham, creator of a low-cost method of manufacturing sanitary pads. The advertising world has also taken its cue. After years of commercials selling pads on the strength of whether or not you can still wear white while on your period, one sanitary pad brand aims to redefine the way we perceive periods menstruation and we couldn't be gladder. The 'Don't Hide It Period' cropped up on Nykaa recently and it's really the opposite of the standard 'this pad is so great nobody will know you are menstruating' ad.

For one, these sanitary napkins definitely don't come wrapped in black plastic that quietly disguises every trace that womanly functions actually exist. No, Don't Hide It Period comes in a cheery orange and white canvas pouch with 10 sanitary pads, each containing a message that make periods breeze by.

 

A post shared by Don't Hide It. Period. (@donthideitperiod) on Jan 21, 2018 at 4:51am PST

The limited edition three-month long campaign was created by NH1 Designs with designer Pallavi Mohan as their fashion partner. It aims to raise funds for The Better India and Aakar Initiatives. Along with fundraising, another reason this initiative came to fruition is to stop hiding your period. Although it isn't acknowledged nearly enough, menstrual health is important and deserves to be treated like the rest of the body's daily functioning like eating or drinking. Don't Hide It Period aims to take the conversation in this direction.

 

A post shared by Don't Hide It. Period. (@donthideitperiod) on Dec 14, 2017 at 3:32am PST

So no more hiding pads up your sleeve when you need to change at mid-day or saying 'aunty flo is coming to visit' instead of the simple 'I've got my period'. It's completely normal so let's start making it feel more like that and less taboo.