The Guardian has partnered with eco-friendly toilet paper brand Who Gives A Crap to launch a sustainability campaign that gives people easy tips on how to help ‘uncrap’ the planet from the comfort of their homes.
Running across the British and Australian markets, the campaign will be led by a three-minute hero film featuring comedian Zoe Lyons informing viewers about how they can do more for the environment.
The campaign’s lead assets will be supported by additional executions that will include a full Guardian paper takeover, digital and print display ads, and an online collection of articles.
“This campaign and partnership with Who Gives A Crap is a brilliant example of the huge scale and impact of the Guardian. The formats used are big, bold and responsible,” Guardian News & Media director of client sales, James Fleetham, said.
“Significant scale across key markets means that we are able to work with brands to deliver messages in highly engaged environments. Sustainability is an important value here at the Guardian and it’s great to know that this is why brands are coming directly to us.”
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The collaboration forms part of a wider campaign aiming to encourage consumers to make the switch from traditional toilet paper brands to sustainable alternatives, such as Who Gives A Crap’s 100% recycled product.
Coinciding with the brand’s launch into retail across both the British and Australian markets, the campaign will also make use of Green eCPM, a low-carbon digital streaming format.
Who Gives A Crap brand experience director Kat Kearney added: “The partnership with the Guardian was a first of its kind for us. To launch our global brand campaign ‘uncrap the world’ we knew that we had to find a partner that shares the same values and would be able to bring some light and cheekiness to a heavy topic.
“While people are feeling overwhelmed by the climate doom and gloom, we wanted to show that big change can start from something small as sitting on the loo. Launching with innovative formats across multiple touch points, we managed to reach and engage a wide audience – because everyone can help save the planet from the bottom up.”
