#TalkingPoopIsGood 

Despite constipation being common in the UK, 66% of Brits think it’s a taboo subject and 1 in 5 feel embarrassed to talk to their GP about it – presenting a unique challenge for laxative brand Ducolax as it sought to expand its market share.

We needed people to loosen up when talking about bowel habits. So we launched #TalkingPoopIsGood on X – where, conversely, the word ‘shit’ is used unreservedly, appearing as the second top swear word – every 1 in 13 tweets.

We hijacked posts, offering gut health advice to unsuspecting potty-mouthed Xers and bringing a ‘poo’ perspective to each day’s trending stories. With installations across London and a camera crew capturing candid discussions, consumers joined the conversation. We pitched the latest consumer insights into the ‘poo taboo’ to media – highlighting regional differences and bizarre DIY constipation remedies.

7.7M earned impressions and 87K engagements on X. Paid media reached 2.6M users on X and 690K with our OOH creative. Purchase intent of DulcoLax products increased 24% for those who saw the campaign.