Following efforts from the likes of Libresse, Johnson & Johnson-owned Swedish tampon brand O.B. is the latest brand to promote the cause of making menstruation less taboo: It created a handbook about periods aimed specifically at fathers.

The campaign, by Stockholm agency Actionist, aims to normalize periods and gett fathers more involved with their daughters' development. Many men in Sweden say they never received education about periods at school and lack basic knowledge of menstruation and PMS. 

 "One of our goals is to educate on the topic of periods and therefore this seems like the perfect O.B. product," says Siri Martinez, brand activation manager at Johnson & Johnson. "We also know that strong role models and close relationships strengthen self-esteem, which helps young girls be themselves and have the courage to do more, which is another of our goals."

The books are being sent to 100 famous or influencer fathers in Sweden who have young daughters, and they're being handed out at youth-oriented festivals throughout the summer and autumn. 

Toby Cane, creative director at Actionist, tells Ad Age, "The demand seems high and comments we’ve received range from “how come no one’s done this before” and “Wow, can I get it in Arabic too ... my dad could use this.”