Period pain exhibit at the Calgary Stampede has cowboys cringing in pain

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Canadian company 'Somedays' is taking the stigma out of talking about period pain with the help of an electric simulator.

And it’s causing quite a buzz at the Calgary Stampede with crowds lining up to try it at the company’s booth.

Many of those trying it out — mainly men, some wincing in pain, others with knees buckled and falling to the ground — are having their experiences posted to social media which are generating millions of views.

Global’s Norma Reid went in search of the toughest cowboys she could find and the results were both hilarious and eye-opening.