Not many people would publicize spending 50 hours on the toilet. But for Simon Griffiths, it’s all in the name of business.

The millennial CEO is quite content raising eyebrows as he boosts both funds and awareness for his social impact start-up.

CO-FOUNDER AND CEO OF WHO GIVES A CRAP

Griffiths is one-third of the founding team behind “Who Gives A Crap,” an Australian company that aims to improve sanitation in the developing world by selling sustainable, everyday hygiene products. For every product sold – such as its flagship toilet paper made of 100% recycled materials – the company donates 50% of its profits to building toilets for those in need.

Founded in 2012, the company was inspired after Griffiths and co-founders, Jehan Ratnatunga and Danny Alexander, worked with humanitarian organizations across the globe and realized a problem two billion people still face – not having access to a toilet.

The trio wanted to support that basic human need by selling something everyone needs: toilet paper.

According to the company, the idea came to Griffiths while he was in the bathroom using toilet paper. Selling toilet paper to make toilets seemed like the perfect answer.

“There’s still two billion people without access to a toilet, that’s why we donate half our profits to help provide access to clean toilets and clean water,” Griffiths “Squawk Box Asia.”

Changing crowdfunding
After two years of developing an eco-friendly and comfortable product, the trio raised $50,000 via crowdfunding to pay for their first bulk production.

For their campaign, Griffiths sat on a toilet seat in the team’s empty warehouse and pledged via a live feed that he won’t get up until the team had secured its full target of $50,000