Who Gives A Crap

Who Gives A Crap(TM) will sell non-profit environmentally sustainable toilet paper and will donate its profits to support two needs: 1) environmental conservation and reforestation in Australia, and 2) water sanitation in the developing world.

Check out their pitch here.

On the environmental front, profits will be donated to local reforestation and green projects. For example, the cleaning up of Melbourne’s notoriously dirty Yarra River. On the water sanitation front, profits will be donated to build toilet blocks in schools in the developing world and to help provide 1 billion people with ongoing access to clean water for the first time.

Rather than rely purely on donations, the product itself addresses environmental needs. Did you know that manufacturing one tonne of non-recycled toilet paper unnecessarily uses 31,000 litres of water and creates an additional 400kg of greenhouse emissions, yet 95% of Australians use non-recycled toilet paper?

Who Gives A Crap(TM) will appeal to individuals in ways that existing recycled products do not, helping to increase the proportion of society putting the environment first. The whole of Australia benefits as they can support high impact social and environmental causes without altering their financial outlay.

When the project team came up with their name, Who Gives A Crap (TM), they knew they were backing a winner. Who Gives A Crap (TM) is a highly marketable concept that brings a greatly needed fun edge to social and environmental issues.