Green-conscious toilet paper brand Who Gives a Crap? has joined the BBC’s StoryWorks to shine a spotlight on the ongoing global sanitation crisis.
The collaboration will be centred around a new branded content series titled ‘Common Good’. Produced by B Labs, it will be focused on B Corp businesses and leaders from around the world.
This latest activation will highlight the work of Antonate Akinyi Ondewe, a sanitation supervisor at Fresh Life in Nairobi, Kenya, whose life has been directly shaped by the sanitation crisis that the toilet paper brand is trying to help solve.
“It’s easy to underestimate the power of small decisions. Something as everyday as choosing your toilet paper can help tackle one of the world’s biggest, most overlooked challenges,” said Emily Kraftman, CCO at Who Gives a Crap?
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“This film is a reminder that business can be a powerful force for good when purpose is built into every decision.”
According to Who Give a Crap?, safe water, sanitation and hygiene could prevent at least 1.4 million deaths worldwide every year. The company currently donates 50% of its profits to its impact partners in the hopes of giving everyone in the world access to clean water and a toilet.
Robin Cho, head of impact at Who Gives a Crap? added: “Clean water and toilets can have a monumental impact on the quality of a person’s life.
“Proper sanitation can unlock education, empower women, and improve the health of communities and the planet. This film shows what’s possible when purpose is embedded in the business model.”
