Ever had a relationship you wanted to literally flush down the toilet and forget it ever happened? Who Gives A Crap helped scorned lovers get that sweet, petty closure by taking in old love letters and turning them into eco-friendly, recycled toilet paper. 

We launched “Flush Your Ex” through email, social media, and influencers.In exchange for their letters, participants were given documentation of their contribution.
Apparently there was a hunger out there for toilet-based breakup therapy. The mail started rolling in. And so did the press: over 88 pieces of earned coverage and over 445 million impressions globally. And, no—we didn’t read any of the letters, they went straight into the pulp machine, converting bad love into good tp.