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Ad of the Day: Who Gives a Crap reimagines Winnie the Pooh’s home as ‘Zero Acre Wood’


By Amy Houston, Senior Reporter

September 29, 2023 | 3 min read

The Hundred Acre Wood has been reduced to stumps, reflecting the global environmental impact of deforestation from 1926 to today.

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Whinnie the Pooh / Who Gives A Crap

Toilet paper brand Who Gives A Crap has unveiled its latest advertising campaign, ‘Winnie-The-Pooh: The Deforested Edition.’ By reimagining A. A. Milne’s children’s classic, it hopes to highlight the impact of deforestation around the world.

In the re-worked illustrations, Winnie and his friends are surrounded by felled tree stumps that represent the impact of land clears every day to make traditional toilet paper.

Simon Griffiths, founder of Who Gives A Crap Founder, said: “Globally we continue to blissfully wipe and ignore the impact large-scale toilet paper production has on the environment around us. Making small changes to your everyday toilet routine can make a big difference.”

Research conducted by the brand has shown that half of UK parents (53%) say their child has raised concerns about environmental issues. Still, a huge 86% of mums and dads of children aged 6-11 admitted that they’re sometimes or often unable to answer their child’s concerns.

Winnie-The-Pooh: The Deforested Edition has been sustainably created with recycled paper from old notebooks and office supplies.

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