Procter & Gamble's Tampax is the latest feminine hygiene brand to be more open about periods in its latest campaign, which addresses the issue of tampon discomfort.

Whereas brands such as Thinx with "MENstruation" and Libresse's "Blood Normal" have tackled taboos such as showing blood or a tampon string in a TV commercial, this one, created by Saatchi & Saatchi New York, takes a different approach. It assumes the form of a daytime TV discussion hosted by the fictional "Comfort Wright," who asks "how many of you ever feel your tampon?" She goes on to explain graphically how "you gotta get them up there, girls," demonstrating with a Tampax product how to avoid discomfort. Jean at Community Films directed the spot.

Tampax claims to be the first tampon company to launch a national TV ad showing a demonstration of correct tampon applicator insertion. The campaign was fueled by research it conducted with over 1,000 women in the UK, which found that; 42% of tampon applicator users were not inserting the applicator properly, 79% experienced discomfort whilst wearing tampons at least occasionally and of these, 60% of women said discomfort came from insertion or from the first moment they start wearing the tampon.

"We found from consumer surveys, interviews and focus groups, that UK women of all ages were experiencing discomfort when using a tampon," said Sabrina Gutsche, Fem Care Brand Manager, P&G UK & Ireland, in a statement. "Many felt that tampons just ‘weren’t for them’ but we believe the problem is with incorrect insertion. The ‘light bulb moment’ for many women will be the fact that, if you can feel the tampon inside you, it’s probably not in far enough."