[All images: Easy]
Periods are natural, normal and nothing to be ashamed of, and one Canadian company wants to remind people of just that.
Easy, a new organic tampon subscription service, recently launched a campaign titled "No Shame" targeted at reducing the stigma around menstruation and erasing period shaming.
"We wanted to do something that made people talk about periods because it's something that is still looked at as taboo or shameful, which is a bit ridiculous in this day and age," Alyssa Bertram, CEO and founder of Easy, told Marketing Magazine. "By addressing it and talking about it, it reduces that shame and that stigma."
The campaign featured women in a series of images openly living their lives despite their periods — one couple changes a blood-stained bed sheet together, one woman relaxes in a bath on her period and two women race to go skinny dipping, one with her tampon string hanging out.
If Easy's campaign make you feel, well, uneasy, then Bertram has achieved her goal.
"Sometimes we need to question the things we're uncomfortable with and why," she said. "If we can get that conversation started, I'd be very happy to be a part of that."
The campaign will run in 100 Toronto locations in both men and women's washrooms for four to eight weeks.
Click through the gallery above to see more of Easy's "No Shame" campaign and visit easyperiod.ca to learn more about their organic cotton tampon and pad subscription service. Five percent of proceeds are donated to Zana Africa Foundation where 80 per cent of girls lack access to health education and sanitary pads.
What do you think of the campaign? Let us know by tweeting us @YahooStyleCA.