UK toilet paper brand Andrex has unveiled a new campaign to encourage children to “conquer” toilet shame.

Research from the brand, which is owned by Kimberley Clark, found 75% of UK school kids do not feel comfortable pooing at school, and were risking their health because of it.

It showcased 30% of children have skipped lunch because it makes them poo and 52% don’t drink water at school to avoid it. Additionally, 45% of respondents have held their poo at school to the point of physical pain.

According to Andrex, this puts nearly 2.59 million children in the UK at risk of conditions such as constipation and haemorrhoids.

The study found 59% of respondents reported they had gone home uncomfortable after holding in a poo all day. It showed 63% of pupils worried about being teased and 61% were embarrassed to ask the teacher if they can use the toilet.

Devised by FCB London, the multi-channel campaign aims to tackle this fear in school kids.

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It launches with a 60 second hero spot, titled ‘First School Poo’, which shows a child going for a poo at school without fear or shame.

The film, directed by Andrew Nilsson through Biscuit, has been cut down into shorter clips of 20 and 30 seconds.

The marketing drive will run across out-of-home placement and social activity.

Andrex has also launched an online hub to offer guidance on how to make kids feel more comfortable.

Niamh Finan, marketing director, Kimberly-Clark UK & Ireland said: “This campaign is the next step in the evolution of Andrex, to help the nation have a healthier, more confident relationship with the bathroom.

“Once again, FCB London has taken the brand to a new, modern, and purposeful direction – this time to help raise the next generation of Brits who aren’t ashamed to go to the bathroom.”