As the country experiences an unprecedented demand for toilet tissue during the coronavirus outbreak Andrex®, one of the UK’s largest household names, commits to donating one million toilet tissue rolls to charity, the largest single donation in its history. As part of the launch of its new social #ShareASquare campaign, the brand is also incentivising consumers to share their acts of kindness and will donate £1, up to £100,000, for each use of the hashtag.

As the UK navigates mitigating the spread of the coronavirus pandemic, the demand for consumer-packaged goods has spiked across the country causing some shoppers to stockpile and clear out supermarket shelves nationwide. As a result of the increased demand for toilet tissue, Andrex® has accelerated production at its UK mills, and just as importantly, the number of delivery trucks to retailers to ensure there is a steady supply of product and has called on consumers to only buy what they need.

#ShareASquare has been designed to celebrate and support acts of generosity. Andrex is asking consumers to share their acts of kindness on social media such as: safely sharing products when you have more than enough, calling an elderly neighbour for a daily chat or demonstrating support for key workers, using the campaign hashtag. In return, Andrex®, the UK’s leading toilet tissue brand will make a donation to In Kind Direct for any post shared between April 7 through June 1 2020. All funds raised will go directly towards In Kind Direct to support some of the most vulnerable in society through charities across the UK. 

Ori Ben Shai, MD and VP Kimberly-Clark in the UK and Ireland said: “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.

We are proud and grateful to be working with In Kind Direct, who we have worked with for over 20 years now, as they help so many organisations and vulnerable people up and down the country.”

Andrex® is working in partnership with In Kind Direct 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. The organisation distributes consumer goods, donated by companies, to help ensure that everyone has access to life’s essentials and that no usable product goes to waste.

Rosanne Gray, CEO of In Kind Direct said: “Kimberly-Clark’s incredibly generous donation will make a huge difference to In Kind Direct’s thousands of charity partners. Organisations which work with vulnerable communities have never been busier and we are seeing unprecedented demand for our services. Community centres and charities that usually provide face-to-face support may not be able to operate as normal, but staff and volunteers have adapted to do things like take packages of essential items like toilet roll to the homes of the isolated, elderly and families.

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.”

For more information on supporting Andrex® and In Kind Directs’ efforts to help those most in need within our communities please visit

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