It seems a witty little word play, and international non-profits Wherever the Need and Skadaddle Media are really having fun with it. But they are also using Twitter to call attention to the importance of sanitation and to raise money to build eco-sanitation toilets for developing countries.

The programme calls for people to tweet their friends on the networking site and ask them to donate to the cause. The people tweet on its behalf are called Daily Dumpers.

The campaign was launched on July 15 and for every US $400 raised, the charity has pledged to build a toilet in India. A hundred and seventy people joined the campaign in its first week and raised US $1,200.