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Top 3 Campaign in Health & Wellbeing · May 2026

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Top 3 Campaign

Health & Wellbeing · May 2026

#MyLabourPoo

PR Campaign

Friday 22nd May, 2026

Andrex partnered with comedian Katherine Ryan to launch #MyLabourPoo, a social-led campaign using her content and research to normalise and spark conversation about women pooing during labour. The brand published survey data showing widespread fear and embarrassment, then encouraged people to share stories online to break the taboo.

Why it worked: It used brand-commissioned data to quantify a universal but unspoken fear, then paired it with a candid comedian to legitimize taboo talk.

The lesson: Consider commissioning a quick poll on a hush-hush everyday worry, then launch a first-person confession series with a disarming host.

Andrex

3 Sources:

Coverage over time

How this story spread across the media

Publication	Headline	Date
onin.london	Breaking the Poo Taboo: New Research Reveals Three Quarters of Women Fear the Labour Poo - and Most Never Talk about it - ON IN LONDON	Thursday 21st May, 2026
walesonline.co.uk	Research reveals women fear taboo of labour poo \| Wales Online	Friday 22nd May, 2026
thegrocer.co.uk	Andrex teams up with Katherine Ryan for #MyLabourPoo push	Friday 22nd May, 2026

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