Who Gives A Crap is on a mission to make people do just that. Known for a touch of cheeky irreverence, and colourful designs appealing to children and adults alike, its very being is designed to make people take notice.  

With our research finding that more than half of parents cannot confidently explain what deforestation is and consequently struggle to navigate tricky conversations with their children about environmental issues, we turned to a common bond between mums, dads and their children to help get our point across - a story that bonds generations. 

Enter, Winnie-the-Pooh: The Deforested Edition, a first-of-its-kind reimagining of the iconic children’s book, highlighting the impact of deforestation across the globe.

A rare edition rather than a new story, the original narrative was kept completely unchanged, retaining the magic of Winnie-the-Pooh and A. A. Milne as the author.vThe book’s illustrations were re-drawn to show the impact of land cleared every day to make traditional toilet paper: where lush trees, home to furry friends, were replaced by felled tree stumps, with Pooh left looking on, confused and glum with his famous expression. 

The revisions also extended to the Hundred Acre Wood map found at the start of each book, depicting the widespread environmental impact of deforestation on all of Winnie-the-Pooh's friends.

Winnie-the-Pooh: The Deforested Edition created global headlines with coverage spanning heavy hitting media spanning The Washington Post and NPR to the Daily Mail, The Telegraph, The Sun, The Mirror, The Guardian, The Australian and Sky News. With over 420 hits and an accumulated reach of over five billion, 100% of the coverage included one or more key messages; 88% of coverage included a spokesperson and, in the UK, 97% of coverage included the visual assets. The campaign was the brand’s best-ever performing campaign, globally with no paid support. 

Socially, the supporting visuals achieved an organic social reach of 291,000, with 445 shares and 4,500 owned and earned  link clicks to the Who Gives A Crap website.

As a result, the printed book sold out within 48 hours with proceeds going to Who Gives A Crap’s WASH (water, sanitation and hygiene) partners to help give everyone in the world access to clean water and sanitation.

Who Gives A Crap received nearly thousands of new orders of toilet paper as a result. That’s thousands new customers making the switch from traditional to recycled loo paper.