Andrex has launched #MyLabourPoo, campaign fronted by comedian Katherine Ryan to break the stigma women feel about pooing during labour.
The push is live now across Andrex’s social channels – aiming to “spark conversation across the nation and finally break the labour poo taboo for good”. Ryan is releasing ongoing content with the brand to encourage people to share their own #MyLabourPoo stories.
It comes after research by the brand found 75% of women feared the situation during childbirth. “Despite it happening to virtually every person who gives birth, it remains one of the most talked-about taboos in pregnancy,” Andrex said. “Almost one in six women (16%) say they would never talk about the labour poo with anyone, and only 8% openly discuss it regularly.”
The paper products giant also found that only 7% of women felt completely prepared for the physical realities of labour, including the poo, and 74% were embarrassed to poo in front of medical staff. Sixteen per cent said they would never discuss it with anyone.
“The labour poo happens to almost every woman who gives birth. It’s one of the most universal parts of the entire experience – and yet it’s one of the things we talk about least,” said Niamh Finan, marketing director at Andrex.
“When we looked at where women are actually going for information and reassurance during pregnancy, the answer was online – forums, social media, late-night searches when they can’t sleep. They’re finding each other in comment sections because they can’t find this conversation anywhere else. That told us everything about where we needed to show up.”
Ryan added: “It’s totally normal to be worried because nobody really wants to poo with an audience, but as a mum of four, I can tell you it might happen. In fact, it probably will. But what I also know for sure is that you won’t care and it’s not a big deal. I think it’s so important to have the conversation because if any fear holds you back from pushing, you could have a longer and more complicated labour.”
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