Andrex commits up to £100,000 to incentivise acts of kindness

Leading toilet rolls brand Andrex has launched its new #ShareASquare social campaign.

The campaign aims to help the most vulnerable in the community and support individual acts of generosity.

The brand will incentivise consumers to share their acts of kindness on social media and will donate £1, up to £100,000, for each use of the hashtag between April 7 through June 1 2020.

It has also committed to donating one million toilet tissue rolls to charity, the largest single donation in its history.

“In these challenging times for families across the country, we believe it important to hero the acts of kindness that are already taking place as people come together and demonstrate a true sense of community,” commented Ori Ben Shai, managing director and vice president at Kimberly-Clark in the UK and Ireland.

In Kind Direct, a product giving charity, will receive the monetary donations and work with Andrex to identify and distribute its product donation across thousands of UK charity partners, such as Age UK, Women’s Aid as well as food banks and community centres.

“Organisations which work with vulnerable communities have never been busier and we are seeing unprecedented demand for our services,” said Rosanne Gray, chief executive of In Kind Direct.

“We expect this demand to continue for weeks to come so these one million toilet rolls will help thousands of people to cope with life under lockdown. We hope as many people as possible will #ShareASquare to fund our vital work as a charity, getting supplies to those that need them most. Thank you so much for your support.”

With the demand for toilet tissue spiking as Britons face the COVID-19 pandemic, Andrex said it has accelerated production at its UK mills. The number of delivery trucks to retailers has also been increased to ensure there is a steady supply of product, it added.