Gina Florio
June 06, 2016 2:54 pm

Until now, commercials and ads that have anything to do with the menstrual cycle are usually covered in pink flowers and that oh-so recognizable blue liquid. Basically, images that don’t quite communicate the reality of our periods, as though they need censoring. If you’re as tired of those images as I am, you’ll be happy to see BodyForm’s latest ad, which features none of the fake blue liquid traditionally used to display absorbency.

BodyForm has put together a minute and a half of badass women doing purely awesome things — playing rugby, boxing, mountain biking, ballet dancing, long distance running, skateboarding — and nursing bloody injuries while doing it. Because, well, we bleed real blood sometimes and there’s nothing weird or gross about it. The super cool tagline at the end reads, “No blood should hold us back.” We dig it.

This video is part of a campaign called Red.fit, which is dedicated to providing useful information about women’s menstrual cycles, and how the stages differ from one another.

We can’t help but smile big-time, because ads and campaigns like this are slowly chipping away at the menstrual taboo that still lives on. Our periods are nothing to be ashamed of, and they shouldn’t stop us from doing the things we love most.

People are coming forward on Twitter to show their appreciation for these new and improved ads. Turns out, we never liked the blue liquid in the first place.

Watch the video in full here, and see if you don’t suddenly feel proud of your own blood.

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