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Who Gives A Crap invites folks to “flush” their ex this Valentine’s Day

Who Gives A Crap urges you folks to "flush" their ex this Valentine's day

Australian sustainable toilet paper brand Who Gives A Crap has launched a novel campaign that aims to help people to move on from heartbreak just in time for Valentine’s Day – by turning their relationship relics into toilet paper. 

The Flush Your Ex initiative invites the public to send in old love letters and cards, which will be turned into the brand’s 100 per cent recycled toilet paper. 

A US survey conducted by Who Gives A Crap revealed that out of 2000 adults from major cities like New York, Los Angeles, Chicago, Houston, Phoenix, Philadelphia, San Antonio, San Diego, Dallas, and Austin – who are either currently single or have entered a relationship in the last six months – almost one-third (29 per cent) have kept items for more than a year despite the belief in the benefits of decluttering keepsakes.

The study also revealed that seven out of 10 agree that physically removing reminders of their ex-partner helps them move on. Who Gives A Crap says its initiative offers the heartbroken a chance to relieve themselves of the past and “flush” their exes to find closure.

According to the company, the Flush Your Ex campaign simply offers a better alternative to burning keepsakes or tossing them in the trash. By turning the items into recycled toilet paper, consumers can put their heartbreak into good use by helping the planet while healing their hearts.

Maria Chilewicz, head of brand management for Who Gives A Crap, said she’s hopeful the initiative will give people the closure they need to move on. 

“We know breakups aren’t easy, but finding a way to laugh can soften the blow,” said Chilewicz. 

“We hope our Our Flush Your Ex initiative will help the heartbroken roll into a happier Valentine’s Day – all while doing something good for the planet with our 100 per cent recycled toilet paper.”

The Flush Your Ex initiative is offered in Australia, the UK, and the United States.

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