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Periods have been around as long as people (longer even), yet the monthly event that occurs in half the population is still a taboo subject. One company in the U.K. is doing their part to help eliminate the stigma and get period talk out in the open. That means enabling everyone to discuss menstruation, even people who don’t look like they would deal with periods. For the first time, a trans man, starring in a campaign for periods, is helping to bring the conversation of menstruation to the mainstream.

Pink Parcel is a subscription service in the U.K. that delivers tampons and other period-themed goods directly to customers. Their latest campaign, titled “I’m On,” is aimed at reducing period shame and encouraging men and women to discuss periods. One way Pink Parcel is reducing the shame is by featuring Kenny, a trans man who appears in the new campaign. Kenny spoke to Pink Parcel about what it’s like to deal with periods while not identifying as a woman.

Still getting his period in the early stages of his transition, Kenny says that one of the biggest issues with dealing with periods, whether or not you identify as a woman, is the lack of discussion and information available. “I think this is a topic that is rarely discussed since so many transgender individuals will attempt to hide this point of their life,” said Kenny. “I believe the biggest misconception is that it will be over in a flash – it stays with you forever. Even though I no longer bleed, I still have the pain of periods from time to time.”

Kenny told Pink Parcel that getting his first period was one of the earliest indicators that his body did not match his gender. “I remember that my body didn’t understand what was going on. I didn’t want my period and there was a lot of confusion within myself. It did make me realize that periods weren’t something I wanted to happen to me and it motivated and pushed me to further my transition.”

It’s pretty amazing to see a company working towards ending period shame, while also featuring a model that represents a group that is often forgotten about when it comes to menstruating. Now if we could just convince tampon and pad companies to cool it with the blue water. Trust us, it’s not blue.