Problem:
New research has revealed a shocking truth: microplastics have been found in 100% of semen samples and in 80% of men’s penile tissue. Scientists link this to the global decline in sperm counts, and yet, many men disengage from environmental issues because they perceive them as “unmanly.”

Solution:
Plastic Change set out to change that narrative and make plastic pollution personal, urgent, and impossible to ignore. Ignited with a provocatively scroll-stopping social image, the “Bottle Bulge” campaign parodied the iconic Calvin Klein aesthetic, replacing male bulges with visceral representations of the plastics found in them. Shot by renowned fashion photographer Derek Henderson, the campaign targeted men world-wide, ultimately landing with the predominantly male delegates at the UN Global Plastics Treaty talks in Geneva, urging them to think beyond politics and act to protect both the planet and their own fertility - for the sake of their own d*cks.

Results:
Created pro bono, with zero paid media, ‘Bottle Bulge’ punched well above its weight, receiving global press coverage from Switzerland to Sydney, including Danish National TV, Australian National radio, The Guardian Australia, sparked discussion in over 20 languages, and even catching the world’s leading male model’s attention on a UK podcast. Ultimately raising awareness of the increasingly serious issue of microplastics by making the issue impossible to ignore, and forcing men around the world to answer the question: Are you packing microplastics?

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