Sanofis Dulcolax flushes away taboos in Pooping Princesses campaign [Video]

Dulcolax, the laxative brand from Sanofi, recently launched a campaign that makes going number two the number one priority.

The brand debuted the Pooping Princesses campaign a few weeks ago in an effort to break the taboo around constipation, particularly among women. 

A bevy of medical research indicates women experience constipation more often than men due to a number of anatomical factors as well as the stigmatization of using the toilet while a child.

By deploying relatable imagery of princesses pooping, Dulcolax has set out to challenge societal norms that teach girls to be ashamed of bodily functions.

This comes after Portugese women surveyed for a Dulcolax study recalled being told repeatedly during childhood that pooping was considered “dirty.”

More than three-quarters of respondents said they’ve experienced constipation, while the majority of women aged between 18 to 34 believe the stigma around pooping keeps them away from using the bathroom now.

The campaign, which was created by MRM Brazil, …