Serious Tissues

Agency: Above+Beyond
Location: UK
Project Type: Produced
Packaging Contents: Toilet rolls

Serious Tissues toilet roll launches to support NHS frontline workers, with branding by Above+Beyond

LONDON, 30 April 2020: Change Please, the social enterprise that trains homeless people to work as baristas, has come up with a new initiative called Serious Tissues – a 100% recycled toilet paper brand sold to support NHS frontline workers. The brand launches on 30th April, with the name, branding, visual identity and tone of voice all developed by independent creative agency, Above+Beyond.

The TOV and branding reflects the urgency of the situation with a simple leading headline, ‘Sh*t just got serious’ and bold branding across 100% recycled packaging. To support the launch, Above+Beyond has also created a range of assets for social media.

Serious Tissues has been in development by the Change Please team for close to a year, with the original intention to focus on tackling climate change with a commitment to plant trees all over the world. But the outbreak of Coronavirus has presented a more immediate need. So, the team have brought forward the launch of Serious Tissues from the summer to start making a difference right now. Rather than focusing on climate change, every penny of profit will go towards helping patients and the amazing NHS staff and volunteers who are dealing with this crisis on behalf of all of us.

100% of the profits from Serious Tissues will be in aid of the NHS Charities Together COVID-19 Urgent Appeal. The Appeal is being coordinated by NHS Charities Together – the umbrella organisation of 170 NHS Charity trusts across the country. The funds will be used where they are most needed and distributed by local NHS charities. They will provide wellbeing packs to help the workers through the demanding long shifts they’re putting in to fight the disease, as well as helping with the cost of travel, parking and accommodation for staff and volunteers, any unexpected requirements over the next few months and will support the recovery of NHS staff and volunteers after the pandemic.

Former Head of Strategy at FCB Inferno, Chris Baker, is one of the Founders of Serious Tissues. An expert in social change, Chris has worked on award-winning campaigns for the likes of UNICEF, The Big Issue, Barnardo’s, NSPCC, Project Literacy, Home Office and the UK and Australian Governments.

Chris said, “The world has changed rapidly in the past 100 days, so we’ve quickly mobilised and changed our focus from climate change to fighting this terrible pandemic. There are close to 20 million families in the UK. If we can get 5% of those to switch to Serious Tissues, that means £10 million going to the NHS Charities Together COVID-19 Urgent Appeal. Above+Beyond totally understands the brand and the urgency and shares our desire to help the NHS frontline heroes – it’s been an awesome partnership.”

Tom Bedwell, Managing Director, Above+Beyond, said: “You can tell things are serious when your toilet paper is trying to help. Change Please has a track record in transforming the lives of the homeless people involved in its barista scheme, so we jumped at the chance to get involved with Serious Tissues: a super simple concept, with the potential to make massive change. While we’ve developed a brand with a light touch and cheeky tone of voice, the ambition is huge, and we’re very proud to be playing our part in it.”

When the pandemic is over, the brand intends to return to tackling climate change, committing to planting a tree for every roll of toilet paper they sell. Every year, ten million trees are cut down to make toilet paper across the world, a statistic that beggars belief when we consider the importance of trees in capturing carbon and mitigating climate change. Regular toilet rolls come primarily from trees. Serious Tissues don’t. They are 100% recycled, made from paper recycled from offices and homes and as such, they offer a far more sustainable option in the bathroom while still offering the strength and softness of product that we are all used to, with the Premium range comparing favourably to anything available in the supermarket.

Serious Tissues are available to buy online, either as a one-off or a subscription. There is a choice of either standard or premium rolls.