In the latest MAD//Moments interview from this summer’s MAD//Fest, Emily Kraftman, MD (Europe) for Who Gives a Crap, says that whilst they don’t take themselves seriously, the causes that they care about, they take incredibly seriously.

Speaking to MAD//Moments, Emily Kraftman, MD Europe for Who Gives A Crap, said that “we make ourselves laugh”. 

Transitioning from a marketing background to her Managing Director role, she emphasised Who Gives A Crap’s consumer-centric marketing approach. "So every touch point that a consumer has with us, we think about, are they going to like it, and are they going to share it?". This includes unique packaging, branded electric vehicles, sponsoring events like naked bike rides, and pop-up shops.

"And so whilst toilets are funny, and we make a lot of jokes around that, the reality is that toilets are not funny for 40% of the world, because 2.4 billion people don't have access to clean water or sanitation"

The company maintains a balance between being serious about the causes they support and keeping a lighthearted, fun approach to brand communication. They believe in disrupting traditional messaging by avoiding guilt-driven campaigns, instead opting for humor and playfulness to engage consumers effectively.

Watch the full interview to hear more about:

  1. Why they consider every consumer interaction is treated as a marketing opportunity to drive engagement and sharing.
  2. How the company uses creative and disruptive strategies like fun packaging, branded vehicles, and sponsoring events to stand out.
  3. Why they focus on making a serious impact through their causes while maintaining a playful, non-serious brand image.

Asking the questions was Tom Ollerton, Founder, Automated Creative.