Andrex campaign review

#ShareASquare Campaign

Andrex®, the UK’s leading toilet tissue manufacturer, donated 1 million toilet rolls to In Kind Direct in April 2020

Andrex® worked in partnership with In Kind Direct to identify and distribute its product donation across thousands of UK charitpartners, such as Age UK and food banks, supporting the most vulnerable within communities up and down the country. 

#ShareASquare was designed to celebrate and support acts of generosity. Andrex® asked 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® donated £1, up to £100,000, for each use of the hashtag between April 6 through June 1 2020.

Impact of the donation

1,239 charities benefited from the Andrex donation between April 23 and June 14. Here is what some of them have said.

Home Start Kettering

Home Start Kettering is a family welfare charity based in the East Midlands. They help families with young children cope with everything that life throws at them.

Thank you so much to everyone at In Kind Direct and to Andrex who have donated and made this time of anxiety just that little bit easier!

South Central Community Transport

South Central Community Transport is a Liverpool based charity that provide transport for the local community as well as contributing to social welfare.

We cannot thank In Kind Direct enough for the support through the excellent selection of products you have allowed us to request. Thank you to you, the team and to Andrex for helping to support all those city-wide who are vulnerable, isolating and at risk. You are all truly amazing.
General Manager

More charities receiving Andrex


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."

- Rosanne Gray, CEO of In Kind Direct


“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."

- Ori Ben Shai, MD and VP Kimberly-Clark in the UK and Ireland


For media enquiries:

Please email us at or call 0300 30 20 250


Follow us on social media:

About the Andrex® Brand  

Andrex®, one of the UK’s most recognisable and celebrated brands, launched in 1942. They have been the nation’s favourite toilet tissue ever since. UK households use over 8 million miles worth of Andrex® every year. For more information on Andrex®  visit