The Guardian and Who Gives A Crap launch cross-market media owner campaign

The Guardian has partnered with eco-friendly toilet paper, Who Gives A Crap, as the brand’s only media owner partner in a new sustainability campaign.

The Guardian will tap into its presence in the UK and the Australian market with a series of bespoke content that aims to “help ‘uncrap’ the world”.

In Australia, the Guardian is hosting talent-led social posts featuring TikTok personality Maddy MacRae, a four-part podcast series Changing the Bog Standard hosted by comedian Dan Ilic, and online articles under the Uncrap the World digital tag, with pieces exploring the connection between toilet paper and deforestation and making eco-swaps.

The UK market will see the launch of a multichannel campaign, including a three-minute video with comedian Zoe Lyons informing audiences how they can do more for the environment, a full Guardian paper takeover, digital and print display ads, and an online collection of articles.

Audiences in both countries can also interact with shoppable videos on The Guardian’s site.

The partnership with The Guardian is part of a broader campaign from Who Gives A Crap, which aims to incentivise consumers to switch from traditional toilet paper to the brand’s recycled and bamboo products.

James Fleetham, director of client sales, Guardian News & Media, said: “This campaign and partnership with Who Gives A Crap is a brilliant example of the huge scale and impact of the Guardian.

“The formats used are big, bold and responsible. Significant scale across key markets means that we are able to work with brands to deliver messages in highly engaged environments.

“Sustainability is an important value here at the Guardian and it’s great to know that this is why brands are coming directly to us.”

Kat Kearney, brand experience director, Who Gives A Crap said: “The partnership with the Guardian was a first of its kind for us.

“To launch our global brand campaign ‘uncrap the world’ we knew that we had to find a partner that shares the same values and would be able to bring some light and cheekiness to a heavy topic.

“While people are feeling overwhelmed by the climate doom and gloom, we wanted to show that big change can start from something small as sitting on the loo.”

The campaign runs from May to the end of July.


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