The Guardian and eco-friendly toilet paper brand Who Gives A Crap, have teamed up to help ‘uncrap’ the world, with a sustainability campaign revealing fun and easy actions that people can take to do good for the planet. Who Gives A Crap’s partnership with the Guardian is part of a broader campaign asking consumers to make a switch from traditional toilet paper brands to Who Gives A Crap’s 100 per cent recycled and bamboo products. With more than one million trees cut down to make traditional toilet paper every day, switching is part of a drive to help stop “flushing forests down the toilet”. The campaign launch also coincides with Who Gives A Crap’s first entry into retail in the UK (Waitrose) and Australia (Woolworths). James Fleetham, director of client sales, Guardian News & Media, said:“This campaign and partnership with Who Gives A Crap is a brilliant example of the huge scale and impact of the Guardian.