Eco-conscious toilet paper brand Who Gives A Crap is stepping beyond the bathroom to tackle one of the world’s biggest and most overlooked challenges: the global sanitation crisis. The Australian-founded B Corp has partnered with BBC StoryWorks for a branded content series titled “Common Good”, produced in collaboration with B Lab.
The 21-part series highlights purpose-driven businesses from around the world, with Who Gives A Crap featured for its powerful commitment to global hygiene. The spotlight falls on Antonate Akinyi Ondewe, a sanitation worker with Fresh Life in Nairobi, Kenya — one of the brand’s long-time impact partners. Her story, shaped by personal experiences of inadequate sanitation, underscores the life-changing effects of simple infrastructure.
Ondewe’s journey — from a childhood without access to safe sanitation to her current role improving conditions for others — shows the very real human impact of a mission-driven brand. Her voice reminds us that sanitation is not a luxury, but a basic human right.
Since its inception, Who Gives A Crap has donated 50% of its profits, raising over AU$18 million to date. These funds support organizations that build toilets and ensure access to clean water in underserved communities.
“Choosing your toilet paper may seem like a small decision,” said Emily Kraftman, CCO of Who Gives A Crap, “but it can help tackle one of the world’s most critical challenges.”
Who Gives A Crap believes that embedding purpose in every business decision creates ripple effects—unlocking education, empowering women, and protecting health and the planet. As the film in the Common Good series proves, even toilet paper can spark global change.
