75% of women fear the labour poo. 100% don't give a 💩 after.
Introducing 'Push Like You're Pooing'.
The latest Get Comfortable campaign for Andrex.
We cast real pregnant women, actually facing the fear. We featured real top ranked searches, from women doomscrolling the subject. We cast real UGC clips, from women who’d just given birth, sharing their own empowering stories to help others. We collaborated with the Positive Birth Company, making sure every shot reflected authentic labour poo stories. We even recruited Katherine Ryan to make a podcast and antenatal class to help couples to overcome their fears.
We hope that it inspires a generation to Get Comfortable sharing their own stories. And thus, it’s only fair that I tell my own that first inspired the script… We had a water birth for my daughter Ettie and my overriding memory was my partner yelling “am I pooing!?” whilst I scooped out a few floaters with a pasta strainer. But far from viewing the labour poo as something “embarrassing” or “gross”, I was far too mesmerised by the badass job she was doing. And rather than push us apart, it actually brought us closer together. We still laugh about it eight years later, and we still make pasta with the same strainer. So, in summary, never come round to mine for dinner...
As well as surfacing the taboo, we also wanted to create a series of free resources to help couples to overcome it.
We partnered with Katherine Ryan to create an episode of her podcast, Telling Everybody Everything, where she and Victoria Emes told their own labour poo stories.