Brief
Since 2024, Andrex has been helping Britain “Get Comfortable” with toilet habits by tackling poo embarrassment. In 2025, the focus shifted to helping children “Conquer the First School Poo”, addressing an issue that affects confidence, health and learning. While our awareness campaign highlighted the scale of the challenge, research showed parents were still looking for practical advice and support.
Idea
To move beyond awareness and drive action, Andrex partnered with The Guardian, a trusted publisher known for tackling sensitive topics with credibility and care. Together, we created informative content that equipped parents with practical tools to build their children's toilet confidence, helping spark conversations, strengthen brand perception and deliver real-world impact.
Execution
We created a Back to School guide for The Guardian’s 7.4m parent audience, helping families normalise conversations around poo. Blending expert advice, parent stories and toilet humour, the content shared practical ways to build healthier toilet habits. The campaign ran across print, digital, audio and social, led by three illustrated double-page spreads in Saturday Magazine during the back-to-school period.
