# Frontline-Supporting Toilet Rolls Rolls of Serious Tissues Help to Support NHS Frontline Workers By Laura McQuarrie | Published 2020-05-25 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/serious-tissues References: [packagingoftheworld](https://www.packagingoftheworld.com/2020/05/serious-tissues.html) Change Please created a new initiative called Serious Tissues that helps to support NHS frontline workers with the sales of 100% recycled toilet paper rolls. The newly launched initiative boasts a bold identity and a message to match, emphasizing that "sh*t just got serious." Originally Serious Tissues was developed by the Change Please team to address climate change but the project was adapted to represent a more pressing need during the time of a global pandemic. All profits go towards supporting the [NHS Charities Together](https://www.trendhunter.com/trends/starbucks-and-nhs-charities-together) COVID-19 Urgent Appeal and the work of NHS staff and volunteers who are working tirelessly during these unprecedented times. Just by switching the kind of toilet paper they use, households have the potential to help those on the frontlines of the crisis. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 81% | Activity: 81% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Recycled Toilet Paper:** Opportunity for companies to develop and market 100% recycled toilet paper as a sustainable alternative. - **Socially Responsible Initiatives:** Companies can implement similar initiatives to support frontline workers and address urgent social needs. - **Cause Marketing:** Brands can leverage their products to support charitable causes and engage with socially conscious consumers. ### Who This Affects Most - **Sustainability:** The sustainability industry can explore the production and distribution of recycled toilet paper products. - **Healthcare:** The healthcare industry can collaborate with companies like Change Please to develop initiatives that support frontline workers. - **Marketing and Advertising:** Marketing agencies can help brands develop and execute cause marketing campaigns to align with social causes. ## Related on Trend Hunter - [Health-Conscious Toilet Product Packaging](https://www.trendhunter.com/trends/toilet-wipe-packs.md) - [Eco-Focused Toilet Paper Products](https://www.trendhunter.com/trends/sainsburys-toilet-paper.md) - [Luxury Bamboo Toilet Papers](https://www.trendhunter.com/trends/bamboo-toilet-tissue.md) - [Soothing Sustainable Bamboo Tissues](https://www.trendhunter.com/trends/bamboo-balsam-tissues.md) - [Bamboo Paper Product Expansions](https://www.trendhunter.com/trends/the-good-roll-products.md) - [Toilet Paper-Branded FC Partnerships](https://www.trendhunter.com/trends/who-gives-a-crap2.md) - [Value-Focused Toilet Paper Products](https://www.trendhunter.com/trends/cushelle-longer-lasting-rolls.md) - [Satirical Political Campaigns](https://www.trendhunter.com/trends/thoughts-prayers-toilet-paper.md) - [Festive Bamboo Tissues Papers](https://www.trendhunter.com/trends/stackatree.md)