Constipation is a common digestive problem that affects many people in our everyday life. It is characterised by infrequent bowel movements, difficulty passing stools, which is hard and dry. While many factors can contribute to constipation, one of the most significant is a deficiency of dietary fibre. Fibre plays a crucial role in preventing constipation by adding bulk to stools and promoting regular bowel movements. When we eat fibre-rich foods, the fibre absorbs water and swells in the intestines, making stools larger and softer. This makes them easier to pass, reducing the likelihood of constipation. Fibre also helps to nourish gut bacteria, promoting their growth and activity which includes digestion, immune function, and overall health.  For those suffering from constipation Fybogel is the answer.  At the ideation stage of our ad campaign we hit on the idea of a traffic jam as a vivid analogy of congestion in the bowels and to drive home the message that Fybogel provides sweet re