Women’s health brand Intimina launched a campaign this week in response to a Florida law that aims to ban curriculum related to sex education, including menstruation, in public schools before sixth grade.

The bill, Florida House Bill 1069, took effect July 1 and limits K-12 instruction on sex-ed issues – from sexually-transmitted diseases (STD) and reproductive health to gender identity. The bill also bans schools from enforcing policies that would require teachers to use students’ preferred pronouns.

Opponents have dubbed it the ‘Don’t Say Period’ bill, arguing that it takes crucial teaching and information about human sexuality, STD prevention and periods away from students who need it – at a time when many may be experiencing puberty.

Intimina, which makes women’s health products that span from menstrual cups to feminine moisturizers, is undertaking an effort to fill in those gaps amid the sex-ed restrictions.

The Say Period campaign offers a guide for parents to help them have conversations with their kids about periods at home.

The how-to guide, which is personalized for parents in Florida as the 2023-24 school year is about to begin, includes prompts that they can follow to help talk to their kids about menstruation. Additional information included in the guide provides clarity on menstrual cycles, symptoms of periods and tips for period products.

“Periods are not political,” Intimina wrote on its website

The guide provides seven pages of information paired with infographics about what a normal period blood color is and what other colors may mean. It also debunks misconceptions and myths about periods such as “Will a shark eat me if I’m on my period?” and what period products are best for children.

“Conversations and education about menstruation are fundamental to one’s understanding of their bodies and human development,” Alyssa Dweck, an OGBYN and medical advisory board member at Intimina, said in a statement. “Menstruation is a natural part of life. Medically speaking it is often considered a ‘fifth vital sign’ and thus a window into general health. We want to ensure young individuals are equipped with the knowledge and information they need to navigate puberty and their reproductive health with knowledge and confidence.”

For a February 2024 story about Omnicom Health Group’s period education strategy in Florida, click here.