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Who gives a crap? Toilet paper that builds toilets

Our favourite crowdfunding campaign this week has got to be Who Gives A Crap, the brainchild of some Aussies out to bring a new brand of toilet paper to the market that uses 50 percent of its profits to build toilets and improve sanitation in the developing world.

Who Gives A Crap toilet paperThe IndieGoGo campaign has reached its $50,000 goal and is now gunning for $100,000, which the team says would enable it to develop a mobile app that allows you to order product from the bathroom (something Kiwi startup Boxedthrough is also doing) and launch a physical retail popup shop.

According to their page:

"After winning a bunch of business plan awards and international fellowships, we’ve spent two years perfecting the product, developing logistics and building a viable business model. After extensive testing we’re ‘ready to roll’. The final step is to start the first bulk production run."

Who Gives A Crap has struck a deal with a recycled toilet paper producer and plans to start selling its TP online, at the same price point as competitors’ products in supermarkets, including home delivery (within Australia and the US).

The plan is also to get stocked in supermarkets, some of which have already expressed interest.

Half of the profits will be directed to WaterAid.

Their promo below is proof of the power of a well-crafted video, and cofounder Simon Griffiths' stunt earlier this month – in which he livestreamed himself sitting on an official Who Gives A Crap toilet – didn't hurt either. Genius.