Today, to mark World Menstrual Hygiene Day, the charity Bloody Good Period and advertising agency Mother London have launched a new social campaign. Entitled “Typically“, the project features an upbeat and funny music video that addresses the various ways menstruation hinders women’s lives and encourages viewers to donate.

The music video, by directors Anna Ginsburg and Caitlin McCarthy, is a creative reworking of CeCe Peniston’s Finally.
“Typically” sends a serious message and does so with style and vigour through colourful and fun animation. The campaign emphasises that there is no shame in menstruation, that it needs to be talked about openly, that it is important to remove any secrecy and start active conversations around its stigmatisation, helping to ensure fairness.

– Read also: Periods for Periods, a font against period inaccessibility

Watch the video here, share it with everyone using the hashtag #NoShameHere and visit the Bloody Good Period website to donate.