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“HelloFlo”: The Viral Ad That Empowers Girls to Embrace Their Periods

“For these campers, I’m their Joan of Arc. It’s like I’m Joan, and their vag is the arc.”

These words come from the mouth of a young girl in a recent ad for HelloFlo, a new company that specializes in making menstruation as painless as possible. You can help but do a double take (did that girl seriously just say “vag”?), and that is perhaps exactly what the ad creators intended.

But neither the company nor the controversial ad were rooted in any “feminist agenda,” says HelloFlo founder Naama Bloom. The company functions by sending boxes of tampons, pads, and candy to women in alignment with their personal cycles, all for $14-18 a month.

As Bloom said in an interview with CNN, “I just wanted to talk the way women talked and the way I talk and talk the way I am teaching my daughter to talk.” But even that is remarkable. After all, how many girls really feel this way about their periods? For that matter, how many moms, teaching their daughters about menstruation, feel this way?

The onset of puberty is happening earlier and earlier for girls in the United States, a trend that does not bode well for future generations’ rates of ovarian and breast cancer. Poor diet, lack of exercise, and exposure to toxic chemicals can all affect the timing of puberty, and the increase in all three in this country has obviously contributed to an earlier onset of menstruation.

On top of that, menstruation has been a consistent point of embarrassment for girls and women, and this has unfortunately perpetuated a culture of body shame. Whenever menstruation begins, it is not something to be ashamed of nor fight against. Girls need all the information they can get to be prepared, both physically and emotionally, for this powerful rite of passage. In a way, periods are what makes the world go ’round. Right?

What’s your relationship with menstruation like? Tell us your stories in the comments section below!

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