Social Media Campaign / Concept
This Is What We Stand For (A Concept Project)
A concept campaign for Who Gives A Crap, reframing sustainability as something personal, familiar, and lived.
Project Overview
As part of my Master's degree, I conducted a brand and consumer analysis of Who Gives A Crap (WGAC), a purpose-led FMCG brand producing eco-friendly toilet paper made from recycled materials and bamboo, with profits funding global sanitation projects. The research explored WGAC's positioning within the sustainable products market, focusing on consumer behaviour, brand perception, and purchase drivers.
Insight & Opportunity
While WGAC has strong brand awareness and a clear mission, the research revealed a key gap: although sustainability is widely supported in principle, only a smaller segment of consumers consistently prioritises eco-friendly choices in everyday purchases. This highlighted an opportunity to evolve WGAC's social presence from being primarily humour-led to becoming a brand that builds trust, emotional connection, and long-term loyalty through its content.
Concept Objective
To strengthen emotional connection and loyalty by reframing sustainability as something personal, familiar, and lived, rather than idealistic or instructional.
The Concept
This Is What We Stand For is a social media campaign designed to translate WGAC's values into everyday meaning. Rather than repeating sustainability claims, the campaign focuses on showing what the brand stands for through real behaviour, honest communication, and customer-centric storytelling. The aim is to make sustainability feel normal, human, and accessible, something people already practice through care, not something they need to be convinced to adopt.
Campaign Structure
Pillar 1, Small Choices, Real Impact
This pillar frames sustainability as care, not effort. It highlights quiet, everyday habits passed down through memory, love, and responsibility, showing how small choices shape the world we leave behind without guilt, pressure, or instruction.
Pillar 2, People Who Give a Crap
Human-led storytelling rooted in real lives, imperfect homes, and shared moments of care. This pillar focuses on connection and belonging, positioning WGAC as part of everyday moments and reinforcing that giving a crap is soft, present, and deeply human.
Platform Approach
Content is delivered primarily through Instagram and TikTok using reels, carousels, and select static posts, balancing WGAC's existing humour with greater clarity, warmth, and emotional depth.
Lastly
As someone deeply passionate about sustainability-driven brands, choosing WGAC for this concept project allowed me to align strategic thinking with personal values, creating work that feels both purposeful and human.
Gallery
Key Takeaway
"A brand earns trust by showing what it stands for in everyday behaviour, not just by stating it."
Next case study →