Uncrap the world

Client: Who Gives A Crap

Who Gives a Crap was a little known brand with a big ambition: to change the toilet paper purchasing habits on both sides of the planet. But how do you coax Brits and Aussies away from their quadruple quilted feathery sheets and over to the eco-friendly stuff?

Our strategy was to make them laugh! We’ve all heard of making money while you sleep, and now you can save the planet while sitting on the loo. Our partnership strategy was to reveal the surprising and fun actions people can take to do good from the comfort of their homes.

Both regions used bright and bold display, video, print and online articles to demystify recycled and bamboo loo roll and speak about the urgent reasons why we need to make the switch. We had an audience-specific strategy, meaning both nations recruited homegrown talent to communicate the messages.

In our UK-based research study, we found more than 50% of recallers made or planned to take a monthly subscription of Who Gives a Crap toilet roll – 71% went looking for Who Gives A Crap toilet roll in-store and 51% followed Who Gives A Crap on social media.