Over one million trees are cut down every single day to make traditional toilet paper.
This deforestation destroys ecosystems. Animals and plants lose their habitats, naked land becomes unstable, and climate change accelerates because forests absorb carbon dioxide from the atmosphere. As the United Nations puts it, “Forests are essential to life on earth.”

Who Gives A Crap, a social enterprise and B Corp-certified company who actively fights deforestation by giving 50% of all profits to their charity partners, wanted to do something to get the world’s attention.

Introducing Winnie-the-Pooh: The Deforested Edition, a first-of-its-kind reimagining of the iconic 1926 children’s book.

A collectors’ edition rather than a new story, TBWA kept A.A.Milne’s original narrative unchanged, but reimagined the illustrations to represent the impact of land cleared every day to make traditional toilet paper. 

It was the first piece of classic literature to be updated for environmental purposes.