Pantone would like you to paint the town red or at least upgrade your bedroom walls in an effort to end menstruation taboos.

The color creation company famed for announcing the annual color of the year has unveiled a new shade, titled Period. The bold red hue apparently represents a steady flow during menstruation and has been created in partnership with the period product company Intimina.

The project is about making periods visible, encouraging positive conversations and normalizing menstruation in our culture, our society and in our everyday lives, according to Intimina global brand manager Danela agar.

Laurie Pressman, vice-president of the Pantone Color Institute, describes the shade as an active and adventurous red hue, claiming that it emboldens people who menstruate to feel proud of who they are.

Not everyone is convinced by the grand unveiling, though.