Over 62% of women under 40 have apologized to people while menstruating or displaying menstrual syndromes. There’s one brand that wants women everywhere to stop doing so, and that’s Midol.

With their new digital campaign ‘No Apologies. Period,’ Midol wants women to regain their confidence and be unapologetic for going through a process that every woman goes through and completely do away with the toxic stigma that surrounds menstruation.

The campaign follows four women who introspect the reasons they apologize to people for, especially when displaying period symptoms or even being on their periods. Some say they apologize for being an emotional wreck, for eating too much, for expressing their emotions, for not being willing to engage in intimacy, for being a woman. Turns out, sorry is a default function that women come with. The message on the campaign is clear, Midol has had enough of women apologizing and the brand wants them to be unapologetic about it.

According to Lisa Perez, marketing director of pain/cardio at Bayer Consumer Health U.S., “Midol is about creating a world where periods are not something to be embarrassed about or a source of shame or discomfort. That means not just relieving period symptoms, but the stigma that comes with them.”

The digital-first campaign will run across YouTube, Facebook, Instagram, Snapchat, Pinterest, and Amazon, as well via a partnership with Bustle Digital Group, and TikTok.