Why it's time to call periods, periods

In a bid to reduce poverty, indignity and gender inequality, the Scottish Government committed to providing free period products to schools, colleges and universities. Making products available was a huge step forward. But if people are too embarrassed to ask for them, we still had a problem. To start to tackle inequality, we needed to tackle the social embarrassment. We knew that marketing could make a contribution, but when confronted by endemic attitudes, built up over decades, we needed to cut to the chase.