Madison Avenue has always had a difficult time talking about what takes place within a woman’s body, as evidenced by decades of euphemistically evasive advertising for menstrual products.

Recently, though, reflecting changes in societal attitudes, there has been more of a willingness among marketers to tackle such topics. Often, humor is a significant part of the approach to dispel whatever concerns there might be that sensitive subjects are being commercialized.

A case in point is a campaign that is scheduled to begin on Monday from the California Milk Processor Board, which discusses premenstrual syndrome. The campaign describes how studies have shown that the calcium in dairy milk can help reduce the symptoms of PMS.

So where does the humor come in? The campaign takes the cheeky tack of addressing itself to the men in women’s lives, on the grounds that women are not the only ones affected by premenstrual syndrome.