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

To kick things off we established a two-year partnership with Beating Bowel Cancer (now Bowel Cancer UK) and worked together to generate awareness. We recruited an expert nutritionist, a psychologist and a GP, to provide comment and advice as the basis for media packages linked to holiday health, Christmas tummy troubles and health-related New Year’s resolutions.

We developed original content including a summer holiday health guide, 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 exceeded targets year on year, with features and news in the national media including the Sun, Daily Express, Woman & Home, Yours, Pick Me Up, and My Weekly. The films we developed were watched online over 245k times and we achieved a significant and sustained increase in awareness among men. Our campaign was twice nominated for an OTC Marketing Award and in March 2017 won Best PR Campaign.