Fold, don’t wad, your toilet paper this Earth Day and beyond

April 20, 2020

Spoof video reveals an easy way to protect the planet while conserving your coveted stash

Traditional Chochenyo and Karkin Ohlone Lands (SAN FRANCISCO, CA) — A spoof “fold vs wad” video released ahead of Earth Day reveals an easy way consumers can protect the planet while conserving their coveted toilet paper stash — by folding, not wadding, their TP.

Watch the video: 

The tongue-in-cheek video, created by international environmental organization, reveals the ill-loo-minating scientific research showing that folding, not, wadding, toilet paper is much more efficient. The video is part of a broader campaign against Procter & Gamble, maker of America’s #1 toilet paper brand Charmin, for its forest destruction to make toilet paper.

“Maybe your next bowel movement is coming and you’re wondering, ‘How long is my TP stash going to hold out?’ Well, I’ve got a solution for you. It’s called folding! Folding your hiney-wiping squares is much more efficient. It uses half the toilet paper than bunching up a big wad. Don’t take it from me. This is science!” says the tongue-in-cheek announcer, Mr. Soft, in the video.

This Earth Day, as consumers around the world face supply chain disruptions and watch toilet paper disappear from store shelves quicker than they can say “POO-F” — this video shows just how much folding TP will help consumers save money, save trees, and, most importantly, make less trips to the store.

Mr. Soft concludes his poop PSA by telling consumers that “whatever you do, avoid the forest destroying brand Charmin.” Procter & Gamble received an “F” grade in the recent “Issue with Tissue” report for refusing to incorporate recycled or alternative fibers into its products, instead relying on trees clearcut from critical forests in Canada. 

“Whether you fold, wrap, or bunch, your choice of toilet paper will not only keep money in your own pocketbook, it will also make a big difference for forests, wildlife, communities, and the climate. Charmin prides itself on being “made from nature” — but most consumers don’t realize they are unwittingly complicit in flushing forests down the toilet,” said Jim Ace, Senior Forest Campaigner at 

Americans, who pride themselves on being intrepid creatures of comfort, could afford to heed Mr. Soft’s advice. Unsurprisingly, the video reveals that most Americans (roughly 70 percent) are in the habit of bunching up a wad, compared to 90 percent of Europeans who fold


Toilet paper expert Mr. Soft is no stranger to the big screen. Last year, Mr. Soft joined forest activists to go undercover and ask everyday shoppers to perform a “cheek test” (no…not THOSE cheeks) to see if they could tell the difference between traditional and recycled toilet paper brands. The video showed that when faced with the choice between toilet paper made from fresh cut trees and toilet paper made from recycled fiber, the majority of consumers choose recycled.

Concerned consumers can join the movement calling on Charmin to use recycled and alternative fibers and stop cutting down forests for toilet paper at


Media contact: Virginia Cleaveland, Communications Manager,, 510-858-9902 (US) or 778-984-3994 (Canada)