#JustATampon is the surprise social media trend of the week
Men and women are taking to social media to share selfies of themselves posing with sanitary product, to help break down the taboos surrounding menstruation.
The images and the associated hashtag 'Just A Tampon' has gone viral in the UK, prompting the question - is this going to be the next 'No Makeup Selfie' or 'Ice Bucket Challenge'.
The campaign to break down the stigma surrounding periods is in conjunction with International Tampon Alert Day.
Plan UK, an international children’s charity, and news site VPoint launched the initiative to promote a conversation about menstruation and to raise awareness of gender inequality.
Periods and menstruation issues are often perceived as "disgusting" or "embarrassing" issues.
“The stigma and embarrassment attached to women’s periods contributes to gender inequality worldwide," Plan UK states.
“Because it’s just a tampon - there’s nothing to be embarrassed about, but just a tampon can change women’s lives.”
The website adds that approximately 800 million women between the ages of 15 and 50 are menstruating each day.
In Britain, those sharing photos are encouraging friends and followers to text TAMPON to 70007 to donate £3 to Plan UK.
The money raised as a result of the campaign will help tackle discrimination and issues faced by girls around the world, including female genital mutilation.