75% of UK women fear the labour poo and 63% admit they’re too embarrassed to even discuss it pre-birth.
‘The Overdue Conversation’ is about breaking silence and empowering women to face it with confidence.
Andrex commissioned mother of four, Katherine Ryan, to record an episode of her podcast, ‘Telling Everybody Everything’, around the labour poo, reaching her audience of approximately 680,000 listeners. She interviewed Victoria Emes, a parenting influencer, with over 28 million likes online.
In collaboration with The Positive Birth Company, key themes were weaved across the narrative. EG. 74% of women fear pooing in front of medical staff. However, many women don't realise that midwives will ask you to ‘Push Like You’re Pooing’ (not from your vagina) and see poo as a positive signal that the baby is coming.
Our mission was to create a free national resource, helping women to Get Comfortable with the labour poo.