The charity Bloody Good Period has set out to end period shame once and for all with an upbeat promo remixing CeCe Peniston's classic song Finally.
The campaign centres on a colourful animated film, which is set to the music from Finally but renamed Typically and with the lyrics rewritten to describe the everyday experiences and realities of menstruation. Lyrics include: "Typically I’m coming on / My period is starting / Please let me be wrong / If you only knew the nuisance this is causing / I just can’t describe it."
Bloody Good Period is asking viewers to donate to the charity so that it can continue distributing products and helping those who face period poverty. It provides period products to refugees, asylum seekers and those who otherwise wouldn’t be able to afford or access them.
The work was directed by Anna Ginsburg and Caitlin McCarthy through Strange Beast. The music artist is Chiara Hunter.