Brits don’t like to talk about bowel issues — something that can make the lives of IBS sufferers even harder. So first, we hit up the hamlet of Shitterton in Dorset with Lisa Snowdon to see if people were prepared to open up about bowel issues and break down some poo taboos.

Then, because we know travel would be far better for IBS sufferers if they didn’t have to think about loos all the time, we created Lootopia – a mythical holiday destination where toilets sit beside the pool, on mountains and in ancient ruins. A place where people with bowel and gut issues could flush all their worries away. We then pointed people to the Symprove holiday hub for helpful advice.

Next, we decided to crash the world of Fashion Week with the ‘Gut Couture Collection’. The ‘No-bloat ballgown’, ‘Flatulence Frock’ and ‘Loo Roll Look’ were modelled by former catwalk goddess Lisa Snowdon (who looks particularly good in loo roll, must be said).

This fierce, fabulous and outlandish high-fashion line was designed to perfection for IBS sufferers, highlighting how the condition affects women’s day-to-day lives.

Most recently, we kicked off 2023 with a digital campaign featuring a spoof bowel counsellor, anal cyrstals (don’t try this at home, folks) and some common-scents poo candles.

The work calls bullshit on new year fads by showing how preposterous they can be,and ensure that IBS sufferers get a gut start to the year with Symprove, which offers products and advice backed by science.