For many children, using the toilet at school can feel uncomfortable or embarrassing.
Andrex research revealed that 76% of UK schoolchildren hold in their poo while at school, highlighting a widespread but rarely discussed issue that can negatively impact both wellbeing and confidence. The brand identified an opportunity to help normalize conversations around toilet habits and reduce the stigma associated with them.
As part of its ongoing “Get Comfortable” platform, Andrex launched “Conquer The First School Poo” to help create a generation of children who feel less embarrassed about going to the toilet at school. By tackling the topic with humor, empathy, and positivity, the campaign encouraged children to overcome their inhibitions while giving parents the confidence to start the conversation at home.
Created by FCB London, the campaign centered on a playful film that reframed a child’s first school poo as a moment of triumph rather than embarrassment. Supported by the iconic Andrex puppy, the hero confidently makes his way to the school toilets while classmates cheer him on, turning a private moment into a celebration of courage. The campaign was supported by partnerships with Made for Mums, educational content featuring teachers, parents, and psychologists, and back-to-school resources designed to encourage open discussions about healthy toilet habits.
The campaign successfully brought a taboo subject into the mainstream conversation and empowered families to address it openly. After seeing the campaign, 96% of parents said they either had already spoken or planned to speak with their children about toilet habits. By combining humor with a meaningful behavioral objective, Andrex helped normalize an everyday experience and further strengthened its long-term mission of helping people feel more comfortable.
CREDITS
Brand: Andrex, UK.
Creative Agency: FCB London.
Chief Creative Officer: Owen Lee.
Executive Creative Director / Creative Partner: Kyle Harman-Turner.
Head of Art: Jack Walker.
Art Director: Rupert Thornborough.
Copywriter: Lou Bogue.
Head of Strategy: Laura Pirkis.
Planner: Adriana Ferran.
Business Director: Kirsten Barnes.
Account Management: Vicky Endicott.
Production Partner / Executive Producer: Nikki Chapman.
Head of Production: Emily Atterton.
Production Company: Biscuit Filmworks.
Director: Andreas Nilsson.
Executive Producer: Daisy Mellors.
Producer: Lucy Gossage.
Director of Photography: Lasse Frank.
Photographer: Tom Cockram.
Post Production Company: Selected Works.
Editorial: The Quarry.
Editor: Ben Campbell.
Sound Design: No8.
Music: Leland.
