Andrex, the UK’s leading toilet tissue brand owned by Kimberly-Clark, is breaking down bathroom taboos with a daring new campaign designed to help children feel confident using the toilet at school. Launched in partnership with FCB London, the initiative responds to alarming findings: 75% of UK school children don’t feel comfortable doing a poo at school, putting their health at risk.
The campaign is anchored by a bold and heartwarming 60-second film titled First School Poo, which follows a young boy facing the familiar discomfort of needing to go during class. After accidentally farting, he’s met with stunned looks from classmates—until he sees the iconic Andrex puppy. Emboldened, he grabs a roll of toilet paper, invites a friend to pull his finger, and skateboards triumphantly through the classroom to chants of “Poo! Poo! Poo!” from his peers. Cheered on in the hallway, he heads to the toilet without shame.
Directed by acclaimed filmmaker Andreas Nilsson, the film aims to normalize the experience of using the toilet at school and empower children to prioritize their health. Shorter versions of the film (20 and 30 seconds) will also run across digital platforms.
Andrex’s research reveals just how serious the issue is: 59% of children say they’ve gone home feeling uncomfortable after holding in a poo all day. Over 60% are too embarrassed to ask to go to the toilet or fear being teased. In some cases, children avoid eating lunch (30%) or drinking water (52%) to avoid needing the toilet—behavior that could result in long-term health issues, including constipation and haemorrhoids. Nearly 2.6 million children in the UK could be affected.
The campaign extends beyond the film, featuring out-of-home advertising that reframes the toilet trip as a moment of courage. A dedicated online hub provides guidance for parents on how to talk about the subject and support their children. Social content is also designed to spark conversation and reduce the stigma around natural bodily functions.
According to Niamh Finan, Marketing Director at Kimberly-Clark UK & Ireland, “This campaign is the next step in Andrex’s evolution. We’re moving beyond comfort and hygiene to help foster a more confident, healthier relationship with the bathroom. FCB London has helped us take the brand into a meaningful, modern space.”
Kyle Harman-Turner, Executive Creative Director at FCB London, added, “Every child has faced that moment—the discomfort, the hesitation, the decision to wait. With this campaign, we’re helping them feel confident and supported, and showing that there’s nothing to be ashamed of.”
The campaign is rolling out nationwide this week across television, video-on-demand, social media, and out-of-home. The media strategy, designed by PHD, focuses on reaching young families and household shoppers, with placements in family-centric environments such as Disney+, large-format locations like Westfield, and parenting content on TikTok.
Building on the 2024 Get Comfortable platform, First School Poo is Andrex’s latest step in destigmatizing everyday bathroom needs—and giving kids the permission to go, proudly.
