Who Gives a Crap

Communications Collective’s strong media relationships enabled us to connect Who Gives a Crap with new communities and spread the message of sustainability.

Background

Since being established in 2012, Who Gives a Crap continues to challenge perceptions around toilet paper, transforming a formerly unglamorous and utilitarian product into a sustainable, beautifully designed and ethical offering. Fifty per cent of all the company’s profits are donated towards providing much-needed access to clean water, sanitation and hygiene education in the developing world.

Communications Collective was approached to help launch upcoming projects and build on Who Gives a Crap’s profile as a leader in social enterprise.

Strategy

Communications Collective works closely with Who Gives a Crap to capitalise on their outstanding results, and place them in a position of influence within the not-for-profit sector. Communications Collective delivered support to leverage various projects including collaborations with renowned designers Beci Orpin and Craig & Karl, helping Who Gives a Crap to tap into the broader design community.

An embargo approach was also adopted to profile CEO Simon Griffiths as an influential Australian entrepreneur and secure placement in top-tier media, such as the Australian Financial Review.

Outcomes

A strategic social media strategy connected with a potential audience of over 1.6 million users worldwide. This—alongside coverage in lifestyle, culture, design and business media—ensured Who Gives a Crap made their cause heard.

 

Services provided

Copywriting
Influencer outreach
Stakeholder engagement
Media relations
Content strategy
Social media strategy and engagement