"Who Gives A Crap was founded to solve two main problems: creating environmentally friendly products that meet consumer quality expectations and addressing the sanitation crisis affecting 2.4 billion people worldwide."
"The engagement strategy was built on three pillars: getting noticed through high-impact media, building meaning by connecting with the brand in playful environments, and sustaining presence through frequency controls."
"To get noticed, key broadcast environments were selected, including Linear TV and BVOD, along with high-impact OOH and DOOH formats, and local event activations timed with key sustainability dates."
Who Gives A Crap (WGAC) focuses on creating eco-friendly products and addressing global sanitation issues by donating 50% of profits. In 2023, WGAC partnered with PMG to enhance brand awareness and motivate consumers in the UK and Australia to make impactful choices, such as selecting eco-friendly toilet paper. The strategy involved targeting progressive early adopters, termed 'Uncrappers', and utilizing high-impact media, engaging environments, and consistent presence to connect with the audience and promote sustainability.
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