10.13.2006 - 08:06am ET

(CSRwire) PORTLAND, Ore.--(BUSINESS WIRE)--Oct. 13, 2006--Seventh Generation, the foremost brand of non-toxic household products and makers of chlorine-free natural feminine products, is leading a charge to break the cultural stereotypes of a 'taboo' women's health topic: periods.

The "Tampontification Tour" kicked off October 12 in Denver, Colo., led by two 'Mission Fairies,' company ambassadors selected for their ability to make women feel at ease with the topic and encourage healthy discussion about menstruation.

"I grew up too embarrassed to talk about periods, like it's something I should hide," said 'Mission Fairy' Jennifer Buston. "Think about how everyone has their own euphemism -- the curse, the visitor -- it's like we have to talk in code. In sharing our own stories, we're hoping to break down the barriers. It shouldn't be a taboo topic."

Buston joins fellow fairy Stacie Beute in traveling via hybrid vehicle to six cities in four weeks, encouraging discussion, capturing people's stories about menstruation and donating thousands of dollars of feminine products to local shelters, which typically can't afford to have supplies on hand. "Most people don't know that shelters across the country are always in need of feminine care products and it feels good to be helping out," adds Beute.

The 'Fairies' were chosen for their incredible passion toward both the environment and women's health. They will be making appearances and capturing their experiences via blog and video at the campaign's Web site, www.tampontification.com.

Launched earlier this year, www.tampontification.com aims to open the lines of communication regarding menstruation within the American culture and give women an open forum in which to feel at ease with the topic. Whether it's to complain about cramps, pose questions, or express feelings via a creative story or poem, the site encourages females of all ages to discuss the 'taboo' subject of periods openly and without embarrassment.

About the Tampontification Tour:

The 'Mission Fairies' will be appearing in natural food and grocery stores, and donating products and volunteering services at area shelters. The Tampontification Tour is scheduled to be in Denver 10/12 - 10/16, Seattle 10/19 - 10/21, Portland 10/22 - 10/26, San Francisco 10/28 - 11/1, Los Angeles 11/3 - 11/7, and San Diego 11/8 - 11/10.

About Seventh Generation:

For 18 years, the closely held Burlington, Vermont, company has been at the forefront of a cultural change in consumer behavior and business ethics. One of the country's first self-declared "socially responsible" companies, Seventh Generation is a business that operates according to a new and different set of principles and values that in many ways are a marked departure from those long considered "traditional." Its business practice is focused on offering people avenues to express their idealism, passion, and commitment to causes larger than themselves at every point along its supply chain -- from suppliers and partners to shareholders, customers and its own staff. The company derives its name from the Great Law of the Iroquois that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations."



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