Or at least, I think that's what this clip is telling us to do. Made by SCA, a global hygiene and paper company (so they make tampons and pads?), and launched on National Women's Day, we're supposed to break the taboo of menstruation over the next 28 days by saying "period"—which isn't actually a taboo word at all, unless of course it's in a certain context. I dunno. Watch the clip. There are pie charts and graphs and shit to help explain.