Because every day matters.

I have been caught out at work, at a wedding, on a plane, and once in a supermarket car park with a four-year-old asking why we had stopped.

I'm a mum of two with a full-time job and the ordinary chaos that comes with both. I have heavy, painful periods, and I learned early what it means to always be prepared: painkillers, pads, tampons and spare underwear stashed in every single bag I owned.

I was always prepared. I still got caught out.

Then I had my children, and my cycle stopped being something I could predict at all. Not knowing when my period would arrive was a new kind of daily calculation, and it opened my eyes to what irregular cycles actually cost you in attention and energy.

I want every woman to have easier days when she has her period. We can't put our lives on hold for a week a month. But we can make the week considerably less annoying.

Not prepared, which is a task. Not organised, which is work. Just the whole calculation gone.

I grew up being taught that periods were something you didn't mention. In a lot of places, that hasn't changed much.

I'd like it to.

I want women and girls to feel proud of their bodies rather than apologetic about them. We are not delicate, and this is not embarrassing. It's half the population, most months, for forty years.

So we say the words. Period. Blood. Tampon. Cramps. On the website, on the packaging, out loud.