Who Gives A Crap: Winnie the Pooh – the deforested edition

Who Gives A Crap, an ecofriendly brand of recycled toilet paper operating in Australia, the UK and the US, launched a campaign to raise awareness about toilet paper's role in deforestation by adapting a classic children's story to engage families in conversations about environmental issues.


Imagine a world in which Winnie-the-Pooh didn't have the Hundred Acre Wood. No homes for Owl, Eeyore or Piglet. Christopher Robin, wandering through a baron landscape. This is the alternate telling of the classic tale of Winnie-the-Pooh, which we showed the world to frame the problem of deforestation from non-recycled and non-bamboo toilet paper.

In this award entry, you'll read about how this re-telling of this classic story sparked discussion around the globe - from NPR to the Washington Post, The Australian, The Guardian and beyond, and inspired 3,000 households to make the switch to eco-friendly toilet paper.


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