Thankyou Launches Epic Campaign “No Small Plan” in a Bid to End Poverty
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Thankyou Launches Epic Campaign “No Small Plan” in a Bid to End Poverty

Suzi O'Shea

Suzi O'Shea

26/03/2021 • 3 minute read

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Taking on the big guns

You’ve probably bought one of their water bottles a while back or maybe their body scrub is your go-to beauty buy. No doubt, you have a few products in your bathroom (or even your kitchen) with their simple, no fuss, Thankyou packaging. Even if you aren’t familiar with the Thankyou brand, chances are – you’re about to be.

The change-making social enterprise brand is now taking on the big players in fast-moving consumer goods, P&G and Unilever, in an online campaign designed to get people questioning their consumption and the impact of their purchases on a global scale.

Thankyou truck outside P&G office
Thankyou truck outside P&G office

To the Thankyou team, it’s less of a campaign, and more of a global movement to shift consumer attitudes and the way we think about consumerism. So, why now and why P&G and Unilever? If you’ve seen the buzz online and you’re wondering what all the fuss is about, Oiyo’s here to walk you through it.

The Thankyou story

In 2008, a group of three Melbourne uni students, Justine Flynn, Daniel Flynn, and Jarryd Burns had an idea to sell water bottles to fund clean water projects. 100% of the profits of water bottle sales went into funding these projects. This was the beginning of a unique business model that has grown into the change-making construct it is today. Their mission:

“amplifying impactful change-makers to better serve people living in extreme poverty by redistributing wealth from consumer spending.”

Justine Flynn
Cofounder Justine Flynn

By 2013, they had expanded well beyond water bottles. Now they have a range of skincare and baby products, food products, and even a book, Chapter One.

As of September 2020, Thankyou has raised a whopping $17 million through their tireless mission of ending poverty. Working with partners such as the African Visionary Fund and Water for the People, Thankyou has built a network called the Thankyou Charitable Trust to ensure all funds raised go to the people that need it most.

What is No Small Plan?

On the 29th of September, while Melbourne was in the grips of severe lockdown restrictions, Thankyou launched its most ambitious campaign yet. Aptly named No Small Plan, the campaign is publicly seeking the support of the two biggest players on a global scale, Proctor & Gamble and Unilever.

They have asked those organisations to partner with their brand, making and distributing their products globally, whilst maintaining that 100% of all profits go towards ending extreme poverty.

The meeting is set to take place on the 13th of October. The results will then be displayed for all to see on one of the big screens in Times Square, New York.

If the organisations agree, this will be a monumental step in ending world poverty. If they don’t, well, they’re not the only organisations that have been approached. So, what can you do to get on board?

How you can get involved

As with all changes to social constructs and revolutions, they are driven by the power of the people. One voice can barely be heard in the madness that is the current state of the world. But, if we all stand together and collectively demand change, we will be heard. The team at Oiyo are passionate about social change and equality. We are proud to put our voice behind this initiative and will be sharing updates on our social media to keep you informed. In the meantime, if you’d like to get on board too here’s what you can do:

Post: ‘I’m in, are you?’

Tag: @proctergamble and @unilever

Hashtag: #thankyoutotheworld

Share: Your help is needed to spread this idea further. Download the campaign video and other tools here.


2020 has dealt us all a pretty tough blow. So much has happened this year, it’s enough to leave many of us feeling powerless. Yet, we have also seen the power of strong voices this year, particularly around the #BLM protests and the movement that created.

No Small Plan is a movement we can all get behind to make a lasting change and be a part of something bigger than us. Get involved, start tagging, share this article.

See you in Times Square.

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Suzi O'Shea

Written by Suzi O'Shea

Suzi O'Shea is a contributing writer for Oiyo. She has a Bachelor of Arts, Communications with honours from Southern Cross University. Suzi has worked in media for over 15 years and has been published in several online publications as well as print magazines. She has worked as a freelance writer, speaker, and change management facilitator.

More about Suzi O'Shea

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