What would Winnie the Pooh’s life be like if the Hundred Acre Forest, the classic forest where he lives with his friends, were deforested? You’ve probably never thought about it, but the idea makes an impact. That’s why Australian toilet paper brand Who Gives A Crap has just launched its latest advertising campaign, Winnie-The-Pooh: The Deforested Edition (Winnie the Pooh: A Edio Dematada, in free translation), highlighting this reflection and the consequences of deforestation across the planet. Fans of smart campaigns, we love the proposal!
The campaign’s illustrations recreate the adventures of AA Milne’s children’s classic, but this time, in a canary surrounded by stumps of felled trees, representing the impact of deforestation that occurs every day to produce traditional toilet paper.
Globally, we continue to clean ourselves up and ignore the impact of large-scale toilet paper production on the environment around us. Making small changes to your daily bathroom routine can make a big difference, says Simon Griffiths, founder of Who Gives A Crap.
A survey carried out by the brand showed that half of UK parents (53%) say their children have raised concerns about environmental issues. However, despite the children’s concerns, 86% of mothers and fathers of children aged 6 to 11 admitted that, sometimes or often, they are unable to answer these questions. The campaign aims to solve this problem, putting advertising at the service of society.
To demonstrate the company’s commitment to sustainability, the reissue of Winnie the Pooh was produced with recycled paper, obtained from old notebooks and office supplies. Check out the result of this incredible action below.
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(Fotos: Reproduo/Who Gives A Crap)
This is just one of the brand’s many environmental protection initiatives, considering that all toilet paper it produces is made exclusively from recyclable materials or bamboo derivatives. Furthermore, the company adopts a sustainable business model, donating half of its profits to causes related to water and sanitation. Also worth highlighting is Who Gives A Crap’s delivery service, which does not emit carbon in its operations.
* With information from The Drum
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