The new initiative is a campaign in support of the environment.
American sustainable brand Who Gives A Crap launched an unusual campaign ahead of Valentine's Day. The "Flush Your Ex" campaign encourages customers to misuse old love letters.
Being timed to coincide with February 14, the initiative aims to protect the environment. The brand encourages this "send your old love letters to be recycled into something useful..." into premium toilet paper.
Who Gives A Crap promises that the collected letters will be "delivered directly to production facilities, where they will be carefully recycled into eco-friendly toilet paper."
A mock campaign calling to "flush your ex," or instead, the memories of her, starts on February 8 on the brand's website. Earlier, the company said it had reduced the number of people without sewage access from 2.4 billion to 2 billion.