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Roughly 50 per cent of the population gets, used to get, or is going to get their period. So why is it that we insist on hiding that fact each and every day like it’s something to be embarrassed about?

Think about it: we put tampons in cute, little purses or shove pads up our sleeves on the way to the bathroom at work. Many men have a hard time walking down the sanitary napkin aisle at the store, refusing to pick up the essential item for their wives, girlfriends, moms and daughters. And then there are those carefree, run-through-the-meadow commercials that advertise these products, without ever really getting to the essence of what tampons and pads are meant to do.

But here’s the bloody truth: women bleed from their vaginas, once a month, for many, many years. And one company is finally trying to normalize that.

U.K.-based feminine hygiene company, Bodyform, has released a new commercial in which actual blood (or something resembling blood) is poured on feminine products, rather than that ridiculous, blue liquid we’re used to seeing, all in an attempt to make period commercials more realistic. But then it takes the ad even further, showcasing a woman’s leg in the shower with blood running down it, a man (or maybe a trans person) browsing the pad and tampon aisle at a store while trying to find the right product, and a couple weird shots of a person dressed as a giant pad and some red, blood-inspired explosions. Okay, so maybe those last couple of items take the concept too far, but we support the inspiration behind them.

“Periods are normal. Showing them should be too,” reads the slogan in the commercial.

Even the panties shown during the 20-second spot should be commended: rather than the cutesy lingerie we’re used to seeing on models, the woman in question is wearing oversized granny panties that are a) probably more comfortable and b) more in tune with what a woman might actually wear during her period. Because no woman wants to ruin good underwear during that time of month. It’s a time we typically reserve for our oversized Walmart undies or older models, if you know what we’re saying.

Finally, a company that gets it. This should be filed under “About Freaking Time.”