We can probably all agree that menstruation, generally speaking, is not anyone’s idea of fun. Cramps, bleeding, bloating: it’s hardly a barrel of laughs for most women.

But a bar in Israel is hoping to provide a ray of sunshine – by providing discounted cocktails for women on their periods.

The offering comes from Moran Barir and Dana Etgar, owners of Anna Loulou bar in Jaffa (close to Tel Aviv), who have decided to offer a 25% discount on drinks.

The pair thought that the discount was only fair seeing as women spend a quarter of every month on their period.

Read more: Fighting for their rights: meet the heroic teens battling period taboos in Nepal

Speaking to Haaretz, Barir said, “The whole idea is to give a discount, attention and a treat to someone, to say ‘we recognise you, we are aware of the special situation you’re in right now, and hey, we want to do you a favour’”.

And given that menstruating can lead to mood dips, an extra incentive to get out and have a good time with friends is probably welcome to many.

Available on Mondays, Tuesdays, Wednesdays and Saturdays, the offer is open to any women who tells the bar staff she’s on her period (no proof required, of course).

The concept is obviously attention-grabbing, which to Barir and Etgar is the point: they also want Bloody Hour to open up the conversation around menstruation for both men and women.

“We want women to say, ‘Hey, I’m on my period,’ and for it to have a deeper and broader resonance, for it to be legitimate for women to talk about it,” Barir said.

“When it comes to men, I think these evenings will begin to normalise the situation­ – yes, women menstruate, and [men] should also ask questions and gather information about the subject. It’s not only girl talk.”

No such idea exists in the UK just yet, but earlier this month other steps to normalise menstruation and period blood were celebrated after the launch of Bodyform’s #bloodnormal campaign.

In a short film, the feminine protection brand depicted period blood in a few ways, such as red liquid dripped onto a sanitary towel pad and blood dripping down someone’s leg in the shower, promoting the message that “periods are normal, showing them should be too”.

The positive social media reactions to campaigns such as Bloody Hour and #bloodnormal illustrate the continued need to remove the taboo from something that, y’know, happens to half the planet.

One user commenting on Anna Loulou’s Facebook post announcing the start of Bloody Hour said, “If I ever have a chance to visit Tel Aviv I know where to go!”

Another simply exclaimed, “What dreams are made of”.

Read more: The new sanitary towel advert finally showing RED period blood

Although this is all positive work there’s still much to be done, especially seeing as 46% of girls at school in the UK skip physical education because they are so embarrassed of being on their periods.

Here’s hoping that the more we talk about menstruation through serious campaigns and fun gimmicks we can target the taboo that leaves so many women feeling shame over something natural and normal.

Images: Brooke Cagle / iStock