Winnie-The-Pooh: Deforested Edition

Who Gives A Crap


Over one million trees are cut down every single day to make traditional toilet paper.

To draw attention to this catastrophic reality and inspire people to switch to Who Gives A Crap’s 100% recycled toilet paper, Eleven and TBWA\Melbourne created ‘Winnie-the-Pooh: The Deforested Edition’; the first piece of classic literature updated for environmental reasons. 

The Challenge

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.”

When Who Gives A Crap, a social enterprise and B Corp-certified company who actively fights deforestation and gives 50% of all profits to their charity partners, tried to communicate the catastrophic impact of traditional toilet paper manufacturing, people didn’t listen.

They needed to do something more drastic to get the world’s attention.

The Solution

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.

The Results

Global reach
Media hits
Paid media
New customers
Square meters of forest saved
Kilograms of carbon dioxide offset


Winnie-The-Pooh sitting on a tree stump

The Sun

CAN’T BEAR IT Classic Children’s Book Winnie-The-Pooh to feature new illustrations to show impact of deforestation across the world


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