Advisory: Charmin to receive ‘golden chainsaw’ award on National Toilet Paper Day over its forest destruction

Tuesday August 18, 2020

August 26, 11:30am EDT: to deliver spoof award to Procter & Gamble HQ in Cincinnati; will also deliver award applauding recycled toilet paper to Seventh Generation

CINCINNATI, OHIO — It’s been a whirlwind of a year for toilet paper brands, from the empty store shelves and supply chain challenges brought on by the coronavirus pandemic to the world’s sudden obsession with hygiene and bathroom gadgets like bidets. 

Now, activists with hope to put toilet paper back in the spotlight during National Toilet Paper Day on August 26, by delivering a pair of spoof awards to two of America’s biggest TP brands — Charmin and Seventh Generation. The awards include a “golden chainsaw” calling out Charmin’s forest destruction and a “golden toilet” applauding Seventh Generation’s 100% recycled toilet paper.

The advocacy group will also release online a dark comedy cartoon featuring a fictional “Support group for losing your home to Charmin’s forest destruction” with cameos from the Charmin bear, caribou, and birds as they lament over their futures, after their home — the boreal forest — was destroyed for Charmin toilet paper.

WHO: International environmental organization, which launched its Issue with Tissue campaign alongside Natural Resources Defense Council (NRDC) in 2019

WHAT: On National Toilet Paper Day, activists with will deliver a spoof “golden chainsaw” award to Procter & Gamble’s Cincinnati, Ohio headquarters. Activists will also deliver a “golden toilet” award to Seventh Generation’s Burlington, Vermont headquarters in the days prior.

WHEN & WHERE: 11:30 am EDT on Wednesday, August 26, at Procter & Gamble headquarters, 1 Procter & Gamble Plaza, Cincinnati, OH 45202

PHOTOS: Photos of the “golden chainsaw” award delivery to Procter & Gamble’s HQ and "golden toilet" award delivery to Seventh Generation's HQ will be available online after the event. 

WHY: National Toilet Paper Day might seem like just another arbitrary holiday, but given this year’s widespread obsession with TP, now is the perfect time to put America’s hottest commodity back in the spotlight. 

This spoof awards ceremony aims to call out Charmin over its forest destruction for sourcing fiber from the boreal forest in Canada, and also aims to draw attention to Seventh Generation’s better business practices for manufacturing 100% recycled toilet paper.

“Charmin’s refusal to create more sustainable toilet paper means that consumers are unwittingly complicit in destroying forests, despite continued pleas from environmental groups asking companies to come up with a solution to this tree-to-toilet pipeline,” wrote Tyson Miller, Forest Programs Director at, in a May 2020 Medium article titled “That toilet paper in your bathroom? It’s destroying some of the world’s most critical forests.”


The boreal forest in Canada, which is often called the “Amazon of the North”, is home to over 600 Indigenous communities, as well as boreal caribou, pine marten, and billions of songbirds. The loss of this intact forest is impacting Indigenous peoples’ ways of life and driving the decline of boreal caribou and other species. critiqued P&G’s “It’s Our Home” climate commitment announced in July 2020, calling it a greenwashing attempt that failed to protect climate-critical forests like the boreal, where the company sources huge quantities of fiber.


In February 2019, and NRDC released the “Issue with Tissue” sustainability scorecard flunking Charmin and other major toilet paper brands for refusing to use zero recycled content in their at-home toilet paper. In June 2020, NRDC released “The Issue With Tissue 2.0,” including a new sustainability scorecard that once again flunked P&G brands.

In the months following the release of the 2019 report, activists with created a “blind wipe” video spoofing Charmin over its softness claims, held a protest outside Procter & Gamble’s shareholder meeting featuring a chainsaw-wielding bear, got Santa arrested for delivering coal to Procter & Gamble’s headquarters, delivered a tongue-in-cheek Earth Day message about folding vs. wadding toilet paper, released a poll showing 85% of Americans want toilet paper makers to use more environmentally responsible materials, and supported religious leaders in Cincinnati in sending a letter to Procter & Gamble about the moral imperative of addressing climate change.

Despite engaging in a long negotiation process with company executives late last year, and NRDC reached an impasse with Procter & Gamble over its sourcing practices when the company refused to adopt concrete steps to uphold Indigenous rights, and clear, science-based commitments with timelines and actual goals to cease working with suppliers that source from boreal forest areas beyond the 65% habitat intactness threshold established by the Canadian federal government.


Media contacts: 

Virginia Cleaveland, Communications Manager,, +1 510 858 9902 (PST)