For the everyday Instagram user, among the sea of #selfies [1], #nomakeupselfies [2], and even #belfies [3], you may have seen some new selfies cropping up — people posing with their tampons.

This social-media-focused campaign called Free Your Sleeves — brought to you by HelloFlo [4], the same ladies who made those hilarious Camp Gyno [5] and First Moon Party commercials [6] — is seeking to end any uncomfortable feelings associated with using tampons. Too many of us have walked shyly to the bathroom, a tampon shoved up our sleeve, hoping to hide the fact that it was "that time of the month." Why does it have to be such a huge secret? Just about every woman has her period. It's totally natural, and HelloFlo feels it's time women didn't feel so embarrassed by it.

So it's created the hashtag #tamponliberation and is asking women to post a snap of themselves posing with a tampon out in the open. Check out these "telfies," and if you post your own, HelloFlo will send you a little gift!

Source: Instagram user nikkiloowho_ [7]

Source: Instagram user helloflo [8]

Source: Instagram user erinemilyann [9]

Source: Instagram user __monicarose__ [10]

Source: Instagram user flawlesslysam [11]

Source: Instagram user brotipriya [12]

Source: Instagram user ubykotex [13]

Source: Instagram user xpandorasbox [14]

Source: Instagram user lizziehjelle [15]

Source: Instagram user lowe.mama [16]

Source: Instagram user tampax [17]

Source: Instagram user pun_intended_ [18]