Our ‘Get Comfortable’ mission is designed to tackle the emotional stigma and taboos around toilet habits—because these challenges don’t disappear with age; they shape lifelong wellbeing.
In 2024, our ‘Conquer the First School Poo’ campaign sparked a national conversation, by shining a light on the issue of children avoiding using the toilet at school. Awareness is the first step to change—helping parents, teachers and communities recognise the emotional impact on kids not feeling comfortable and confident to poo at school.
Running across TV, Online, Social Media, Print and PR, Andrex invested over 3 million to help encourage an open dialogue around healthy toilet habits and championing confidence—because when we talk about it, we can change it.
Andrex is on a mission to raise the first unembarrassed generation.
Going for a poo at school shouldn’t be such a big deal, but clearly for so many kids it is, with serious implications.
The embarrassment they feel going for a poo makes a simple visit to the loo feel like their worst nightmare, filled with fear and dread.
So, we want to help parents, teachers and pupils to help all kids to create a comfortable, shame-free environment where all children can go for a poo without embarrassment.
It starts with a conversation.
It's time to break the school poo taboo
In 2024, we set out on a mission to break down the barriers that make us all feel so embarrassed when it comes to pooing, and in doing so, help the whole nation to Get Comfortable with it, and ultimately, we hope to help raise the first unembarrassed generation.
Now, we're turning our attention to school kids as we aim to raise awareness and tackle the effect poo embarrassment has on them, their education and their health.
What parents are saying
Breaking the school poo stigma: what parents have to say
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But, there is much more to do.
This is only the beginning. Andrex has started the conversation, but we know that raising awareness isn’t enough. As part of our "Get Comfortable" mission, we want to challenge long-standing taboos and help shape healthier habits for generations to come.
Watch this space. There’s more to do, and we won’t stop until we get there.
