Who Gives A Crap produces eco-friendly toilet paper from bamboo and recycled materials, donating 50% of profits to help build toilets globally.
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See all ads on AdLibrary →Who Gives A Crap was founded in Melbourne in 2013 by Simon Griffiths, Jeremy Trial, and Danny Alexander. The brand launched via a viral Indiegogo campaign in which co-founder Simon Griffiths sat on a toilet until the campaign reached its funding goal (over 50 hours). The brand donates 50% of profits to sanitation-related charities and sells bamboo and recycled-paper toilet rolls on a DTC subscription globally. Also searched as Who.
Who Gives A Crap uses humour as its primary disarming device in a category so boring it's almost invisible. Ads make the act of buying toilet paper feel like a small act of global impact—'50% of profits to building toilets for people who need them'—while leaning on bright, colourful product imagery that stands out at point of sale and in feed. Browse their ad creatives at AdLibrary.
Meta ads mix humorous product creative, impact statistics (how many toilets funded), subscription-value offers, and seasonal gifting angles (loo roll as an actual gift). The brand's colourful wrapping-paper aesthetic makes product imagery inherently thumb-stopping. Retargeting focuses on subscription conversion from single-purchase customers.
Copy is witty, pun-heavy, and mission-forward: 'Good for your bum. Great for the world.' '50% of profits go to sanitation projects.' Subscription-value messaging ('Never run out. Never pay full price.') converts self-purchase. Gift messaging ('Give a crap this Christmas') expands the gifting occasion. The tone never lets the mission become preachy—humour keeps it human.
Who Gives A Crap demonstrates that a social mission can make the most unexciting product category feel meaningful and shareable. The viral founding story also shows the compounding value of earned media: a single remarkable launch moment generated years of press that reduced paid acquisition costs permanently. Their colourful product design is also a masterclass in turning packaging into an acquisition channel—wraps are so distinctive that customers become brand ambassadors.
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