Sponsor Spotlight: Factory Studios X Telling Everybody Everything X Andrex ‘The Labour Poo’

There’s something beautifully soft yet strong about getting comfortable to tell the truth about a lesser discussed subject! and where better to record than in ‘The Lounge' at Factory,  their flexible multi-use studio they use for filming, podcasts and of course mixing.

Recently, our wonderful sponsors at Factory Studios opened up The Lounge at Factory to host a special live episode of Telling Everybody Everything with comedians Katherine Ryan and Victoria Emes, created with Andrex and FCB London.

The subject?  “The Labour Poo.” Yes, really! Apparently 75% of Women are possibly more worried about pooing during birth than the actual birthing experience itself.  The statistics say 1 in 3 have even prevented their partner from witnessing the birth of their child because they were so worried about having a poo in front of them.

And beneath the brilliantly comedic framing of this already brilliant podcast, sits something really important: a genuine honest, relatable conversation around childbirth, maternal fear, shame, bodies, and the information women are so often expected to just somehow “know.” The story shared by Victoria Emes about her second birth, poo experience, at home is enough to give anyone the fear.. but also brilliantly illustrates the visceral partnership that excels in the joint experience of birthing. Lets just say it involves a vindaloo and leave it at that! Katherine (a mother of 4!) describes the cringingly embarrassing experience of worrying more about pooing in front of her handsome Dr Pat, than her husband! hilariously adding another layer of complexity to what is considered to be the happiest moment of your life.

It’s exactly the kind of culturally relevant storytelling that cuts through because it’s grounded in truth, humour and relatability. Something the Andrex creative team at FCB is increasingly leaning into, following the success of audiences deeply responding to their ‘First School Poo’ campaign - again tackling a taboo subject about kids being too scared to poo at school, and succeeding in making pooing cool again! 

What makes this project particularly interesting is how stripped back and intimate it feels. The episode was recorded in Factory’s reception space, transformed into a warm conversational environment that allowed authenticity to lead. It’s another reminder that great content isn’t always about scale. Sometimes it’s about creating the right atmosphere for people to speak honestly.

I think one of the bravest parts of the collaboration was that Andrex isn’t mentioned once during the conversation, there was no shoe horning in any mentions of the product (the vindaloo story would have been forgiven for being a vehicle!)  But while I listened all I could think about was the clean up and relief of an Andrex bumper pack! One thing is for sure - I won’t look at a colander in the same way again - especially round my homebirth mates house! 

We spoke to the Factory Studios team, and Audio Creative Director Ben Firth, about the project, the changing nature of branded podcast production, and why spaces designed for creativity are increasingly becoming spaces for conversation too.

Q&A With Factory Studios' Ben Firth

Firstly… “The Labour Poo” is not a phrase I expected to write this week. How did this project land with you when it first came in?

It’s certainly not a phrase I’d come across before. That said, I was aware of Andrex’s hugely successful Conquer The School Poo campaign, so this felt like a natural and timely follow-up. It’s always exciting to be involved in projects that tackle important conversations in an engaging and accessible way.

What was Factory’s role within the production and how did you get involved in the project?

The team at FCB London are fantastic and came to us looking for a comfortable, versatile space where they could not only record the podcast, but also film content for YouTube. With Harry Lamb engineering the sound and myself overseeing production and handling audio mix duties, we were delighted to host them in our Lounge space, which can be fully staged to suit production requirements and filmed using a three-camera setup. Alongside that, we were able to provide a dedicated green room, a separate sound studio linked to the Lounge for the client team, and, thankfully, access to our fully serviced roof terrace, which proved invaluable on an exceptionally hot day.

The Sound was engineered by Harry Lamb - What was it like as men to be part of this eye opening conversation? Was this a subject you have ever considered before?

Funnily enough, both Harry and I were new to the term, but that’s exactly why conversations like this matter! It shines a light on an experience many men may not fully understand and opens up an important discussion around the realities women face during pregnancy and childbirth. In keeping with the podcast’s brilliantly honest approach, it definitely feels like a (long) overdue conversation.

There’s something very modern about a toilet paper brand creating content around birth realities. Do you think audiences respond better when brands lean into honesty?

Absolutely. I’m a big advocate for brands communicating with honesty and authenticity. Audiences are increasingly drawn to campaigns that feel real, relevant, and genuinely helpful. I think what the teams at FCB London and Andrex have created here is smart, thoughtful, and genuinely impactful.

Katherine Ryan and Victoria Emes are both naturally conversational talents. How important is atmosphere when recording talent like that?

Atmosphere is hugely important. At Factory, we always aim to create a first-class experience for clients and talent alike, making sure everyone feels comfortable from the moment they arrive. Katherine and Victoria are brilliant conversationalists, but creating an environment where they feel relaxed and able to speak naturally, without being distracted by cameras or production logistics, is key to getting the best out of any recording.

What were the biggest production considerations for this kind of recording?

For a production like this, attention to detail is everything. There was a large team involved, so ensuring everything ran smoothly, from technical setup to talent comfort, was essential. Ultimately, our priority is creating an environment where the production feels seamless, allowing talent to focus entirely on the conversation while everything behind the scenes works exactly as it should.

We’re seeing branded podcasts become increasingly sophisticated. Why do you think brands are investing in this format more seriously now?

I think brands are increasingly recognising that podcasting is one of the fastest-growing media formats available today. With audiences now reaching over 600 million listeners globally, it’s become an incredibly powerful way to connect with people in a more intimate and engaging way. It’s also a highly accessible format, particularly for younger audiences, who are increasingly consuming content on demand on platforms such as YouTube rather than through traditional broadcast channels.

There’s a fine line between “branded content” and content people genuinely want to watch, which I think The Labour Poo falls into the latter. What helps projects cross that line successfully?

There can often be a concern that branded content feels too staged or overly promotional. Audiences are incredibly savvy and tend to gravitate towards content that feels authentic, relatable, and entertaining. The most successful branded projects are the ones that lead with a genuine story or conversation rather than the brand message itself, and I think this campaign strikes that balance really well.

Comedy is often one of the best ways into uncomfortable conversations. Did that feel true on this project?

Absolutely. Comedy can be a brilliant way of opening the door to conversations people might otherwise shy away from. That’s one of the reasons this podcast works so well. Katherine and Victoria bring humour, honesty, and warmth to a subject that many people may find uncomfortable, making it feel far more accessible and relatable.

What do you think makes a “good podcast space” now versus a traditional studio setup?

There’s definitely room for both. Traditional studio setups still have their place, but there’s a growing demand for podcast spaces that feel more natural, flexible, and visually distinctive. There’s a risk that many podcast environments can start to look very similar, so for us, flexibility has always been a key part of what we offer at Factory, particularly for filmed podcasts. Ultimately, as long as a space looks great, sounds great, and helps talent feel comfortable, you’re creating the best possible experience for both the people in the room and the audience watching or listening.

The campaign is ultimately about helping women feel more informed and less fearful. Factory Studios is now a certified B Corp - Do projects with social value resonate differently internally?

We approach every project with the same level of care and commitment, regardless of subject matter. That said, we’re incredibly proud to be a certified B Corp, and projects that help drive important conversations or create positive social impact naturally resonate. If we can play even a small role in supporting meaningful, socially important storytelling, that’s something we’re always pleased to be part of.

Finally… has “The Labour Poo” become the most unforgettable project title to pass through reception? Scuse the pun…

It’s certainly up there! Or (maybe) out there…

Click Here to Watch.

Credits:Creative Agency FCB 

ECD Kyle Harman - Turner 

Producer Nikki Chapman

Audio CD Ben Firth/Sound Engineer Harry Lamb