It's probably fair to say most ads about sanitary products tend to be pretty neutrally ‘safe,’ We’re pretty certain most of them actually avoid even mentioning the word period, let alone the terms bleeding, menstruation and any others that signify a woman’s time of the month.

Well, things are changing from today and if you’re in London, you might want to keep your eyes peeled for any double deckers going past. A new ad campaign for sustainable tampon brand DAME is being rolled out featuring a woman (veterinary nurse, law student and beauty blogger, Demi Colleen) wearing underwear with a tampon string clearly visibly showing alongside the words 'Bleed Red, Think Green' - the first advert of its kind.