We live in a world that shames and silences periods. But to end a taboo you must break it. And our Bloodnormal campaign broke many. We showed period blood for the first time, banished the blue liquid, included sex, period pain and included men in the conversation. And we broke the biggest taboo, by showing periods as beautiful and normal.

We knew that manty people would hate us for doing it (after all, some had tried to ban it). And we were right. Our campaign received many hateful and misogynist comments.

But we chose to use the hate to our advantage and to prove the taboo. After all, when you get comments like our campaign got it is no wonder that 56% of teens would rather be bullied than tell their parents about their periods, and why over half of all women have felt embarrassed by their periods.