Procter & Gamble is taking on the cultural taboo of menstruation in Singapore, seeking to dispel some of the squeamishness that accompanies the subject in all cultures.

The last couple of decades have seen mensturation becomes a less intimidating subject in Western culture. At the Always Have a Happy Period, girls send e-cards to each other saying Somewhere out there is an entire store full of chocolate… Have a happpy period.

A softer communications approach is in play in Singapore, with lots of clouds and good feelings on the website and Facebook page, which now has 5070 fans.

“We see our role as being over and beyond just selling the products,” says Sujay Wasan, associate marketing director for P&G’s feminine-care division in Asia. “Periods are not a necessary evil, or a curse, or a problem to be solved. It’s an absolutely natural part of being a woman, and it needs to be appreciated and celebrated,” he said. via Wall Street Journal

P&G’s Whispers Campaign in SingaporeTaking a soft approach