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Rehabstudio targets ‘world’s richest Twitter users’ in campaign for Water Aid ahead of World Toilet Day

To raise awareness of World Toilet Day and funds for Water Aid creative technology company Rehabstudio has created a Twitter campaign to encourage some of the world’s wealthiest people to donate what they’d usually earn in the time taken to make a trip to the toilet.

The #giveacrap campaign, which launched today (19 November), is centred around the website giveacrap.co.uk, where members of the public can view how much money the world’s richest people on Twitter – according to the Forbes and Sunday Times rich lists – earn.

Users can then Tweet this information to people including Oprah, Adele, Mark Zuckerberg and Mick Jagger, asking them to donate the figure in US dollars to WaterAid.

Members of the public can also ‘cack-u-late’ the financial worth of their own toilet time and donate to WaterAid via the website.

Rehabstudio’s strategy partner, Tom Le Bree, said that the idea for the self-initiated campaign was born when the company decided to use its collective talent to raise awareness of, and encourage action on, an issue its employees cared about.

“Open defecation, with the terrible problems it causes, was an obvious choice. The solution - a working toilet - is easy to implement with the right financial support.

“The speed and reach of Twitter makes it a powerful platform for campaigns like this, and almost the only place where celebrities and prominent entrepreneurs engage directly with their followers. Not to mention that 20 per cent of social media users admit to checking their feeds on the toilet. #giveacrap plays on each of these elements.”

The campaign is the first in a new programme of hacks that will see Rehabstudio tackle a different issue over the course of a week each month. Every ‘Hackweek’ will focus on a topic the team feels passionate about.

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