A hashtag is going viral on Twitter and it’s breaking the stigma around sanitary pads.

It started with a movie about Arunachalam Muruganantham, a social entrepreneur from India who goes on to become a pioneer for menstrual health, (he invented a low-cost sanitary-pad making machine) and the movie staring Akshay Kumar is breaking all taboos with this internet trend.

Introducing the #PadMan challenge, a Twitter trend shattering the stigma around menstruation and menstrual hygiene that’s already viral on Twitter.

Men are breaking boundaries

“Periods are not gross”

Flaunting my dioxin free,bleach free,organic cotton reusable cloth pads. #padmanchallenge
Periods are not gross.And,washing your cloth pad is completely Hygienic.Make switch towards healthy& #sustainablemenstruation by using biodegradable disposable/cloth pads.#nodioxin pic.twitter.com/KYIy7v7BJI

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— Tulika (@frugalmoon) February 2, 2018

Men are telling men not to be shy

Because men play an equally important role in breaking period stigma. Dear men, take a picture with a pad or repost this. Go on, don’t be shy.#padmanchallenge #donthideitperiod #menstruationmatters #periodpositive #periodpower #heforshe #standbyher #standforher @mrsfunnybones pic.twitter.com/qtJzKqX8Iy

— donthideitperiod (@dnthideitperiod) February 2, 2018

And the trend has spread to the UAE

This is my #padmanchallenge and I took it. This is for you @akshaykumar All the best for #PadManChallenge #padman #biggestfanever #akshaykumar #bollywood #mydubai pic.twitter.com/CET40oWYfL

— SUBRATA SINGH (@subi9N) February 5, 2018

Loads of celebs are involved

#PadManChallenge spreads like wildfire! Sonam Kapoor, Shabana Azmi, Ayushmann Khurrana too join in https://t.co/sfSAxZCBhO pic.twitter.com/CmfbrJesJ1

— DNA (@dna) February 3, 2018

And everyone is posing with sanitary pads to spread the message

Here you go @aditiraohydari! Got the @Pinkvilla crew, @shaanmuofficial & my team to join in too! That’s us, with a pad. No shame. No humiliation. Cos it’s natural, right?????‍♀ Passing on the baton to @anushkasharma, @vaaniofficial, @thejohnabraham & @homiadajania #PadManChallenge pic.twitter.com/1DfHYN2SCE

— Diana Penty (@DianaPenty) February 4, 2018

No matter where you are

Just hanging around in the gym.. with a pad 🙂 no biggie! Thank you @akshaykumar for the challenge.. I shall challenge my fellow gym-ers @YasminBodyImage @Sophie_Choudry & @impoornapatel #PadManChallenge pic.twitter.com/xHLaSwt39Q

— Alia Bhatt (@aliaa08) February 2, 2018

PDA with her pad, love this!

PDA with a PAD. There’s nothing to be ashamed about, no big deal. Thank you for tagging me @DianaPenty .
Nominating @iHrithik , @Shanoozeing & @nikhil_thampi Lots of love and luck to @akshaykumar , @sonamakapoor and @radhika_apte #PadmanChallenge pic.twitter.com/4f0kU3viUa

— vaani kapoor (@Vaaniofficial) February 5, 2018

The message is not to be ashamed

Yes, thats a pad in my hand & thats not something to be ashamed about.Thank you for the challenge @akshaykumar sir my bestest wishes @twinklerkhanna @sonamkapoor @radhikaofficial . I further challenge @iamsanjeeda & @aashkagoradia to accept & carry forward the #PadmanChallenge xx pic.twitter.com/75O4xRVv96

— Mouni Roy (@Roymouni) February 4, 2018

Rather than using a paper bag to cover her purchase, this user snapped a pic instead!

Bought these without newspaper/black paper bag. A group of men were starring at me while I was carrying this in my hand, but never mind I clicked a photo rather! Thanku @mrsfunnybones @akshaykumar @sonamakapoor @radhika_apte @PadManTheFilm for this confidence. #PadManChallenge pic.twitter.com/853EZXWMPg

— Karishma Asoodani (@tweettokarishma) February 2, 2018

The trend is huge

#TeamMidday, @mid_day takes part in the #PadManChallenge! We now nominate #TeamJagran, @JagranNews, #TeamRadioCity, @radiocityindia and #TeamRadioCity.in, @planetradiocity to participate! @PadManTheFilm @mrsfunnybones @akshaykumar @kriarj @sonamakapoor @radhika_apte pic.twitter.com/nHZHD7Kiuu

— mid-day (@mid_day) February 2, 2018

YES, you do you!

#PadManChallenge
Challenge accepted & done ???? i m with pad & working in my kitchen & no one cn stop me ???? @akshaykumar @aliaa08 @sonamakapoor pic.twitter.com/W88RunWd2y

— Raksha (@ChRaksha) February 3, 2018