Who Gives A Crap is a social enterprise & B Corp-certified company that makes recycled toilet paper and donates 50% of all their profits to charity.

In their own research, they uncovered that the industry was cutting down more than a million trees a day to make traditional toilet paper. We were briefed to raise awareness of this harsh reality and inspire people to switch to recycled toilet paper.

The media was already in a stir about the number of classic children’s authors, like Roald Dahl, who were having their works revised for modern times. But no literary classics had ever been updated to reflect today’s environmental challenges.

With this cultural conversation simmering, and A.A. Milne's original Winnie-The-Pooh story having recently entered into the public domain in the US, we set out to be the first.

We created 'Winnie-the-Pooh: The Deforested Edition' – a first-of-its-kind reimagining of the iconic 1926 children’s book. A collectors' edition rather than a new story, we kept A.A. Milne’s original narrative unchanged, but reimagined the illustrations to represent the impact of land cleared every day to make traditional toilet paper.

To land the deforestation message in a single key image, which was critical for earned media, the striking cover design contrasted a delicately foiled golden stump with a debossed echo of a healthy tree.

Alongside an eBook, the physical books were handmade without cutting down any new trees and produced in a 100% Green-e certified facility. The books contain 100% post-consumer recycled paper and board and 100% cotton EU REACH-certified cover materials.

With zero paid media support, the story dominated global headlines, achieving 5.6 billion global reach across 420 media hits. Perhaps more importantly, the campaign immediately acquired over 3000 new customers, equating to saving 107,719m² of forest and offsetting 632,182kg³ of carbon dioxide.

With no paid media support, the book led to a giant leap in brand awareness, strong commercial returns, and lasting environmental impact:

• Global headlines reached 5.6 billion with 420 individual media hits.
• Contributed to an increase in YoY brand awareness across our three markets, specifically +44.8% in AUS, +50% in USA & +125% in the UK.
• Coverage in Tier 1 global media titles including The Washington Post, NPR, Daily Mail, The Sun, The Mirror, The Australian, and Sky News.
• Books sold out in under 48 hours.
• Most importantly, in only two weeks, over 3000 new customers joined, equating to saving 107,719m² of forest and offsetting 632,182kg³ of carbon dioxide.