A brand of toilet paper launches today that puts half of the profits towards building toilets in the developing world.
The campaign – called Who Gives A Crap – involves Simon Griffiths, co-founder and CEO of Good Goods, sitting on a toilet, on live webcam, until the organisation raises the first $50,000 via funding platform IndieGoGo.
The product, which is made from recycled paper and has a low ‘poke through rate’, is being sold in Australia and the US.
Griffiths said: “This is a new line of toilet paper that uses 50% of its profits to build toilets and improve sanitation in the developing world. In collaboration with WaterAid, we’re helping the world’s poorest people access clean water, sanitation and hygiene education. A product that everyone needs is now helping those in need.”
According to the charity, 40% of the world’s population does not have access to clean toilet paper.