There was a time when the word period was never said aloud, not in schools, not on screens. Instead, we got metaphors: blue liquids, dancing women, and vague discomfort. Women got the shush call for just saying the word “period” in front of someone, so talking about it on a large scale was a big no. But for the new generation, is it still a taboo or a comfort topic? A conversation a parent can easily have with their child? As we can see, the media is playing a big role in this communication. It is now louder, bolder, and more open about menstruation. Menstrual health is being discussed more frequently, and the proof of that is this article I’m writing comfortably for the Mediaverse community.

Progress at the Push of a Button

Marketing has also played a major role in this change. Many Pakistani educational buildings now feature Asani vending machines that dispense hygiene products with the press of a button. Created by Wonder Women Pakistan, the innovation offers convenience in many ways. It sends out a clear message: menstrual care products should be as accessible as handwashing supplies or drinking water.

But we still have a long way to go. Pads and tampons are still packed in brown bags so no one can see what we’re buying—even though everyone knows what’s inside. It shows how deep the discomfort still runs, even with all this visible progress.

Between Shame and Silence

The generation we grew up with still considers menstruation a taboo subject in their homes. People whisper, use soft phrases, or completely avoid the topic. From a young age, many girls are taught to hide their feelings. Some don’t even recognize the signs of puberty when they begin. But this new generation is different! They’re talking openly about their pain and their emotions.

Today, younger girls already know about periods before they experience their first one. They’re learning how to manage it without feeling awkward or embarrassed. There are even teams going to schools to educate them. Yes, the shame and silence are still present but there’s also a light. The more we normalize it, the more that light spreads.

The Emotional Side of the Cycle

For most women, going through their monthly cycle can be both emotionally and physically draining. We feel tired, exhausted, and overwhelmed by the pain. Yet the older generation often expects us to pretend everything is fine, like it’s no big deal to skip rest or ignore the discomfort.

But slowly, we’re seeing a shift. People are learning and changing their views. They understand now that periods can be hormonal and stressful, and that it’s okay not to feel “normal” on those days. We see husbands supporting their wives, moms cuddling their daughters, offering comfort and care. The world is changing, but it’s still a long race. We need to break this cycle so future generations don’t carry this emotional trauma and can feel free to speak about it.

The media plays its role here too through blogs, stories, and even advertisements. Both men and women are becoming more aware of women’s health and how to support it. The little things start to feel heavier during our cycle, and the noise of life becomes harder to block out. We can’t let this be seen as a weakness or an exaggeration. It’s real.

Misinterpretation of Advertisement

Today’s ads often use catchy slogans or bold images but it makes us wonder: are they being sincere, or are they just following a trend? Are brands really committed to change, or are they only chasing attention?

Awareness without sincerity feels hollow. Even if an ad looks modern, it can lose meaning if it doesn’t show the real experiences like pain, stigma, or mental health struggles. Many ads show a woman instantly feeling fresh just by changing her pad. But we all know that’s not how it works. If you want to sell something, at least be honest.

Even films that try to start a conversation don’t always get support. Pad Man, based on a true story about dignity and access, was quietly denied release in Pakistan. It wasn’t officially banned, but considered too “sensitive.” When a story rooted in care is labeled inappropriate, it says more about our discomfort with dialogue than the subject itself.

What Comes Next

It’s encouraging to see vending machines in schools, workshops in every neighborhood, and open conversations happening online. Social media is helping break the taboo and normalize periods, not turn them into shame.

But if you think about it, these issues go far beyond pads and their packaging. It’s about dignity, understanding, and recognizing biological equality. True change won’t come from packaging or flashy ads. It will come from conversation, compassion, and connection.

Let’s teach girls they’re not alone. Let’s teach boys that it’s okay to listen. And maybe then, we’ll stop whispering about something that always deserved to be said out loud.