CNN  — 

Pantone has released a bold new shade of red, called “Period,” to help destigmatize menstruation.

The new hue – an “energizing and dynamic red shade that encourages period positivity,” according to a press release – was launched as part of the Seen+Heard campaign, an initiative by Swedish feminine care brand, Intimina.

Vice president of the Pantone Color Institute, Laurie Pressman, described the color as a “confident red” that can help encourage positive conversations about menstruation.

“An active and adventurous red hue, courageous Period emboldens those who menstruate to feel proud of who they are – to own their period with self-assurance; to stand up and passionately celebrate the exciting and powerful life force they are born with; to urge everyone, regardless of gender, to feel comfortable to talk spontaneously and openly about this pure and natural bodily function,” Pressman said via email.

Menstruation remains a taboo topic in many parts of the world, impacting people’s health, education and socioeconomic status.

In India, for instance, women are sometimes forbidden from cooking or touching anyone during their period, as they are considered impure or dirty, which can contribute to a culture of silence and misinformation around hygienic practices. And in a mid-western region of Nepal, a 2019 study found that the practice of making girls sleep in menstruation huts is still prevalent, despite a nationwide ban.