Constipation is a common problem, affecting many thousands of people. We have worked with leading laxative brand Dulcolax for over five years, providing sufferers with information and support, demonstrating an understanding of people’s worries and tackling the embarrassment associated with bowel problems.

To kick things off we established a two-year partnership with Beating Bowel Cancer and worked together to generate debate and awareness. An expert nutritionist, a psychologist and a GP were brought on board, providing comment and advice as the basis for media packages linked to summer holiday health, Christmas tummy troubles and health-related New Year’s resolutions.

Original content has included developing a summer holiday gut health guide, filming a live stand-up comedy gig featuring toilet humour that targeted men, and a series of vox pops with the public, lifting the lid on the nation’s toilet habits and the embarrassment between couples.

Media coverage has exceeded targets year on year, with features and news in the national print and online media including the Sun, Daily Express, Woman & Home, Yours, Pick Me Up, Healthista, Best and My Weekly. Coverage directs people to a website for more information and advice. The films have been watched online over 245k times and we have achieved a significant and sustained increase in awareness among men. The campaign has twice been nominated for an OTC Marketing Award and in March last year won Best PR Campaign.