Cushelle, the Essity-owned toilet paper brand whose pack design includes a cuddly koala, is highlighting the plight of Australia's koalas after last year's bushfires in its latest U.K. campaign.
The brand has removed mascot "Kenny the Koala" from three million packs for a limited time, as it pledges150,000 pounds to support the recovery of koalas impacted by the fires, in a partnership with WWF.
It's also running a humorous series of ads in which other animals are called upon to take the place of koalas. In the spots, created by Publicis Poke, a crocodile, sheep and ostrich "fill in" for the koalas at the "Koala Academy" with dubious results.
The films are running online, on video-on-demand and via social media.
More than 60,000 of Australia's 85,000 koalas were impacted by last year's fires, and the species is now threatened with extinction in parts of Australia by 2050. "We saw the devastating impact the bushfires had on Australian wildlife and with our brand mascot being a koala, we know just how special these cuddly creatures really are," said Nicola Coronado, U.K. and Republic of Ireland marketing director at Essity, in a statement.