New charity manure reminds Australians ‘we’re all in this sh*t together’

All profits from the organic, odourless cow manure will go to Brainwave Australia 

For many Australians, 2020 has been a crappy year, but a newly launched cow manure aims to end the year on a high note by bringing the community together and helping those in need.

Local creative agency Gen C has just launched Pure Sh*t, a completely organic, dry, odourless manure that is ideal for growing greenery both indoors and out. 

The profits from Pure Sh*t will be donated to Brainwave Australia, a national charity supporting the families of children with brain illnesses or injuries.

Jack White, the co-founder of Gen C and Pure Sh*t, said this new initiative has been a real passion project for his team.

“We know many organisations and individuals have been deeply affected by this year and Pure Sh*t is our way of showing support and helping Aussies see some good come of 2020 through what they’re able to grow… by purchasing our product,” White said.

“Pure Sh*t is about having fun and growing some good – yes, it’s a bag of sh*t… but it’s also an opportunity to have a laugh and to give back, making it the perfect gift for that Kris Kringle or a friend as a Christmas pick-me-up, reminding them we’re all in this sh*t together.”

Fellow co-founder Nicholas Cox said they chose Brainwave as their charity to support as it was an organisation close to their heart.

“It was founded by my mother in support of young people and their families living with a neurological condition,” Cox said.

“As a company, we support them every year and this year, due to the impacts of COVID, they needed a little bit of extra support making them the obvious choice to receive the benefits of Pure Sh*t sales.”

Brainwave CEO Dr. Amy Timoshanko thanked Gen C for their support.

She said COVID-19 has had a major impact on the organisation’s efforts to raise funds this year at a time when its help was needed most. 

“Every week throughout the pandemic, approximately 70 children were diagnosed with a neurological condition – an illness or injury that changes the way the brain functions,” Timoshanko said.

“This is often an unexpected, emergency situation, that has lifelong implications for the child, parent, and the whole family. 

“We are currently looking to instate new programs next year that will support the mental wellbeing of parents and find new ways of reaching the 37,500 Australian families caring for a child with a neurological condition.”

Pure Sh*t manure was developed by Gen C in conjunction with Betta Grower and is available to buy in bags of 1.1kg here.

It has the support of Australian actor and comedian Gyton Grantley, who is best known for his role as Carl Williams in Underbelly. 

You can check out the Pure Sh*t campaign video with Grantley below.