#MyLabourPoo

75% of women go into labour fearing the ‘labour poo’.

Right now, the subject is shrouded in embarrassment, shame and secrecy, but as midwives and doctors point out; “If you’re pooing during childbirth, it actually means you’re pushing effectively and with the right muscles”. 

Andrex has launched the #MyLabourPoo campaign to help recognise the anxiety women feel over pooing during childbirth. As part of the Get Comfortable mission, we want to help normalise the labour poo and to provoke the conversation, to enable birth partners, family, friends, and medical professionals to support pregnant women in managing this anxiety.     

The mission is to help empower women against the labour poo, helping families to concentrate on what truly matters at one of life’s most important and special moments.