Off the Pitch Podcast: Who Gives A Crap present new face to marketing

Who Gives a Crap founder Jehan Ratnatunga

The latest episode of the podcast was with Who Gives A Crap co-founder, Jehan Ratnatunga, highlighted the interesting way they have adapted marketing to better fit their company goals.

Who Gives A Crap is an Australian sanitation business begun in 2012, focusing on the ‘look good feel good do good’ values.

From starting with sustainably produced toilet paper, they have diversified into other products including Kitchen towel, tissues, garbage bags and doggy bags.

Who gives a Crap donates 50% of its profits to its mission to ‘do good’ for the 2 million people in the world that don’t have safe and clean sanitation.

Ratnatunga pointed out how their journey to try and increase their business and its mission become significant to its marketing.

“How do we do it in a way that makes people notice that we are doing good. We believe that doing good is better for business and then we can impact doing more good,” he said on the podcast.

“Giving back to the community is important. We are one small part of peoples lives, but how they spend that money with us is to drive change in the world.

“The company has been testing many different marketing channels some where more traditional like tv and radio and some where more in the community, going to it on a grassroots level.”

Finding unique and funny ways to market their product but staying truthful to their mission is Who Gives A Crap’s key.

“Maybe we can fund to put solar panels on the warehouse, but setting it up so it says we give a crap on the roof,” he elaborated.

“That became one of our top posts over all of our channels.

“Another example is the last mile of the delivery is a big source of carbon, so we have transitioned to offset that last mile of carbon.

“We got electrical vehicles, and we could put ridiculous branding on our vehicles.

“These are perfect ways that we can do good, in a way that is bold and that markets the brand so we can do good in the future.”

This technique of marketing has shown huge success, Who Gives A Crap is now active in the UK, US, Europe and currently expanding into Canada.

Ratnatunga mentioned how this unique way of branding, using the feel-good factor to be the driving force, is something sport has in common.

“Our brand has a household family aspect to it, there is this same angle in feeder level community sport,” he added.

“Connection to sport is a community aspect that means so much to people, it’s similar to our goal of community around helping people.”

The feel good factor is prevalent in grassroots sport and this model is one that anyone in the industry should look to for a successful insight.

To support local clubs, help the community and maybe other through the broader love of football hits the same cords that this businesses missions does.

The opportunity is there, Who Gives A Crap have proven it.

listen to the full interview with Jehan Ratnatunga on episode five of Soccerscene’s Off the Pitch Podcast – available on all major podcasting apps.

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NSW Football Associations Unite Behind AED Mapping Project for Statewide Safety Network

Twelve football associations across New South Wales have joined a statewide effort to map and register Automated External Defibrillators across sporting facilities, in a project that its organisers say will significantly improve emergency response times and save lives at community sport venues.

The Heartbeat of Sport AED Mapping Project, backed by funding from the Minns Labor Government to the Heartbeat of Football Foundation, represents the first comprehensive research into AED placement across NSW sports grounds. The data collected will be provided to NSW Ambulance and its GoodSAM team to enrich the existing AED registry available to ambulance and public first responders, and will feed into NSW Health’s newly released public AED map.

The project has drawn active participation from associations spanning the breadth of the state’s football community, including Eastern Suburbs, Manly Warringah, Granville, Southern Districts, Nepean, Northern Suburbs, Football Canterbury, Bankstown, Hills, Sutherland Shire, North West Sydney Football and Football South Coast.

When seconds matter

The urgency behind the project is not theoretical. At Doyalson Wyee Football Club, a 70-year-old player survived a sudden on-field cardiac arrest because an AED was available on site. The outcome of that incident – and the many others like it that occur across community sport each year – depends entirely on whether a defibrillator is accessible, charged and registered in the systems that emergency responders rely upon.

Sudden cardiac arrest kills without warning. The survival rate drops by approximately ten percent for every minute without defibrillation. In a community sport setting, where professional medical staff are rarely present, a registered and accessible AED is the difference between a player walking off a pitch and one who does not.

The mapping project addresses a gap that has existed largely unexamined. More than 2,400 defibrillators have been deployed across NSW sports and recreation facilities through the Local Sport Defibrillator Grant Program, with grants of up to $3,000 available to eligible organisations. But a device that exists without being registered in emergency response systems provides significantly less value than one that is accurately mapped and immediately locatable by ambulance crews responding to a call.

By encouraging clubs to complete AED registration surveys, the twelve participating associations are ensuring that the equipment already on their grounds is activated within the broader emergency infrastructure – translating a physical asset into a functional one.

Regional communities and the equity of safety

The project’s expansion of the #HeartHealthMatters Program, which brings CPR and AED familiarisation training to sporting organisations with a particular focus on regional areas, addresses a dimension of safety preparedness that often receives less attention than equipment access alone.

Knowing a defibrillator exists on site is insufficient if the people present during an emergency do not know how to use it. Regional clubs, which frequently operate with smaller volunteer bases and less access to formal training programs, face a compounded risk – less equipment, less training, and longer ambulance response times due to geography. The program’s regional focus acknowledges that safety infrastructure, like sporting infrastructure more broadly, is not evenly distributed.

The data gathered through the mapping project will also guide future investment decisions, identifying facilities that still lack AEDs and providing the evidence base for targeted grant funding to address those gaps.

Football associations that have already contributed AED data have demonstrated, in the words of the project’s organisers, strong sector leadership and a shared commitment to safeguarding participants at every level of the game.

For a sport that involves hundreds of thousands of players, officials and volunteers across the state each week, the ambition of the Heartbeat of Sport project is straightforward – that no preventable death occurs on a football ground because the right equipment was not there, or could not be found.

Decision overturned: FIFA World Cup 2026 to return to Federation Square

Following the announcement earlier this week that Federation Square would not return as a live site for this summer’s FIFA World Cup, Football Victoria announced yesterday that the decision has now been overturned.

Widespread support prevails

The football industry moves swiftly. Whether it’s a deadline-day transfer or cut-throat managerial changes, a lot can happen in a short time span.

And this proved true once again in Melbourne this week.

On Wednesday, Melbourne Arts Precinct announced that it will not proceed as a live site during this year’s tournament.

But following widespread backlash to the decision to not use Federation Square as a live site, the initial verdict will no longer go ahead.

“In the past 24 hours, Victorians demonstrated just how important our national teams are to the fabric of our community,” said Football Victoria CEO, Dan Birrell, via press release.

Furthermore, Birrell highlighted that support for a swift overturn also came from those outside the football landscape.

“The response extended far beyond football participants and supporters, reflecting the wider community’s recognition of the signficance of the tournament and the role these moments play in bringing people together.”

 

Community comes first

Having Federation Square as a live site during this year’s World Cup ensures that Melburnians wanting to back the Socceroos, can do so as one unit.

But even those who won’t be cheering for Australia, and will instead be adorning another nation’s colours, will still be able to unite and show their pride.

This is what live football is all about.

A variety of communities and nationalities which – despite supporting opposing sides – can come together under a shared love of the game. As Birrell continued to explain, this is a fundamental part of why the decision to overturn bares such importance.

“Football is a game that transcends age, background, language and culture.”

“It brings people together from all walks of life and creates moments of connection that are incredibly powerful, particularly uring global tournaments like the FIFA World Cup.”

The Socceroos will kick off their World Cup campaign against Turkey on June 14.

 

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