Mic.com: Roughly half of the human population menstruates at some point in their lives. Women know this. Men know this. And yet, few talk about it openly. From an early age, we’re taught that periods are disgraceful and dirty, leaving women feeling embarrassed and alone. That’s one reason why Thinx, a menstrual underwear company “committed to breaking the taboo around menstruation,” decided to propose a provocative new advertising campaign for the New York City subway, which acknowledges upfront how frequently periods are shrouded in silence and shame. According to Thinx co-founder and CEO Miki Agrawal, the campaign pushes the envelope with purpose, relying on suggestive imagery as a way to start a conversation about menstruation stigma. One of the ads shows a photo of a cracked egg, an allusion to the unfertilized eggs expelled during menstruation. Another features a woman in a tank top and underwear, next to a picture of a grapefruit.
“If you look, it could potentially be a vagina, but it’s clearly a grapefruit,” Agrawal told Mic.
That apparently didn’t matter, however, to the gatekeepers who reportedly objected to Thinx’s proposal — not only because of the innuendo in the ads, but allegedly because they also contained the word “period.”
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