Who Gives A Crap will be rolling out the red carpet for its most supportive neighbourhoods with a campaign that will provide personalised ‘thank you’ notes to its customers.
The campaign celebrates hitting $20 million in donations to global clean water and sanitation causes. Who Gives A Crap donates half of its profits to organisations providing clean, safe toilets to people.
Rather than taking a bow, the brand has turned the spotlight on the customers that made it possible: With callouts to the ‘5 Andrews of Abbotsford’ and the ‘17 Ashleys, Ashleighs and Ashlees in Newtown’.
The ‘Thank You for Giving a Crap’ campaign goes beyond out-of-home. Customers are receiving personalised direct mail and emails and can enjoy social content led by the founders.
Six local businesses who stock Who Gives A Crap, including Three Blue Ducks and Fabbrica Newtown, are being celebrated in a partnership with TimeOut Sydney and Melbourne.
On Swan Street in Richmond, 84 sequential street posters stretch the length of the strip, individually naming all 847 of the suburb’s Who Gives A Crap customers.
“When I sat on a toilet for 50 hours to crowdfund our first production run, I was asking strangers to believe in something that didn’t exist yet. They did — and that leap of faith is what started all of this. Thirteen years on, $20 million later, I’m still in disbelief at what happens when people decide to give a crap. This campaign is a love letter to every single one of them,” said CEO and co-founder Simon Griffiths.
The ‘Thank You for Giving a Crap’ campaign will ran throughout June, with the Australian out-of-home activation dominating customer-dense suburbs across Sydney, including Newtown, Marrickville, Erskineville, Glebe and Redfern, and Melbourne, including Brunswick, Fitzroy, Collingwood, Northcote and Richmond.
Credits
Brand: Who Gives A Crap
Creative: Who Gives A Crap in-house
Head of Creative: Vanessa Morrish
Associate Creative Director: Scott Canning
Copy: Zac Pennington
Associate Creative Director Video: Charlie Bleakley
Senior Motion Designer: Leo Chida
Cinematographer/Editor: Alexander Stanbrook
Brand Lead: Annika Messing
Media company: Hatched
CEO: Cat Edghill
Senior Account Manager: Yasmine Akpinar
Investment Director: Tania Babela
