Recycled toilet paper brand Who Gives A Crap has launched a reimagining of AA Milne’s iconic Winnie The Pooh entitled ‘Winnie The Pooh: The Deforested Edition’.
The reimagined illustrations depict a forest showing the impact of land being cleared every day for deforestation.
The move was made following surprising research from the sustainable toilet paper brand which revealed that UK children know more about deforestation than their parents.
Over half (54%) of children worry about deforestation, yet most parents (86%) confess they are often unable to answer their questions. In addition, more parents (38%) than children (20%) are unaware that most toilet paper comes from trees.
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Despite this, 96% of parents say they feel it is important to them to educate their children about environmental issues, and 93% of children say they have worries about environmental problems in the world.
Who Gives A Crap founder Simon Griffiths said: “Arguably the most beloved children’s book of all time, many of us have fond memories of reading Winnie The Pooh and transporting ourselves into Pooh’s adventures in the Hundred Acre Wood.”
“By ‘deforesting’ this iconic imaginary land, we hope to put the issue of deforestation in the spotlight to help families, and beyond, understand how this impacts our own trees and forests.”
He added: “Our research shows a limited awareness of deforestation and the realities of it, with many who just aren’t aware of the impact that large-scale toilet paper production has on the environment around us – but children are leading the way in learning more.”
