Headland appointed to help ‘Uncrap the world’ with Who Gives A Crap

December 2023, London: Headland has been appointed by Who Gives A Crap, the iconic and eco-friendly toilet paper social enterprise that donates 50% of profits to help ensure that everyone in the world has access to clean water and sanitation.

Headland will provide strategic thought leadership counsel and campaign activation to the UK senior leadership team, headed by Emily Kraftman (formerly of Deliveroo) and in collaboration with existing UK agency, Fanclub.

The work will be overseen by David Titman, Head of Consumer U.K. and Europe at Who Gives A Crap and led by Headland Partner, Jo White, and Director, Yani Giazizoglou. Who Gives A Crap is the latest addition to Headland’s growing Citizen & Community offer, including brand purpose and social impact work for The Body Shop, Milliways, KFC and Dreams.

David Titman, Head of Consumer U.K. and Europe at Who Gives A Crap, said: “It’s an exciting time for Who Gives A Crap. We now have more than a million customers around the world and are stocked in Waitrose in the UK, complementing our existing direct to consumer service. As we scale up, it’s even more important to tell the story of our brand and the business that sits behind it, and PR is a vital channel to be able to do those things well. We see in the Headland team a kindred spirit that understands that we can’t just make a great product – we need to earn our way into homes, minds and retail outlets.”

Jo White, Partner and co-head of Citizen and Community at Headland, added: “Who Gives a Crap is a shining example of business as a force for good, exemplified by their model but also expressed through the brand and the people behind it. We were inundated with volunteers to work on this business, which is testament to the brand’s charisma as well as its impact.”