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.
Introducing “Bottle Bulge” - a series of billboards that parodied iconic Calvin Klein outdoor ads of the past. By using hyper-masculine visuals and framing microplastics as a direct threat to male virility, the campaign flips that narrative making the issue impossible to ignore. Shot by renowned fashion photographer Derek Henderson, the campaign launched in Copenhagen, and ultimately landed 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:
The campaign generated widespread attention in media and on social platforms, breaking through to a typically hard-to-reach male audience. By reframing environmentalism through the lens of male health and virility, Plastic Change sparked conversation, challenged perceptions, and put powerful pressure on policymakers to take decisive action against new plastic production.

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