Scrap the Roll Tax

Client: Who Gives a Crap

Who Gives A Crap is the 3rd biggest toilet paper brand in the UK. Its direct-to-consumer model took off during the pandemic when eco-conscious consumers found its online-only model, cheeky branding and donation of 50% of profits to WASH causes appealing. It is however currently only stocked by Ocado and Waitrose.

To grow beyond its base, it needs to demonstrate mass appeal whilst staying true to its global mission – to ensure everyone has access to water, sanitation and hygiene. Locally, this is hampered by the fact that 6% of people in Britain are living in hygiene poverty – compounded in recent years by the cost-of-living crisis.

Our solution: a campaign calling on the UK government to scrap VAT on toilet paper – aka the ‘roll tax’.

We all use toilet paper, but this is clearly a political issue. So, to ensure cut through with multiple audiences ahead of the UK Budget, we created a suite of assets including research, economic modelling, a change.org petition, an open letter to the Chancellor and even a branded billboard we took to Westminster for a photo shoot. All underpinned by a healthy use of toilet and bum puns!