Plastic Change targets male fertility in bold anti-plastics campaign

Plastic Change, a Danish environmental organization, has launched a global campaign spotlighting the link between microplastic pollution and male fertility, targeting delegates at the UN Global Plastics Treaty INC-5.2 talks in Geneva. Created by independent agency Worth Your While in collaboration with Glue Society, Are You Packing Microplastics? uses satire and hypermasculine imagery to deliver a serious message: plastic is polluting the male body.

The campaign parodies iconic Calvin Klein-style ads, replacing bulging underwear silhouettes with PET plastic bottles and replacing brand logos with slogans such as How toxic is your masculinity? and 4 out of 5 dicks are packing plastic. Photographed by fashion photographer Derek Henderson, the black-and-white visuals are designed to directly confront male decision-makers with the effects of plastic exposure on their reproductive health.

The initiative is informed by research suggesting that men are less responsive to environmental messages due to perceptions of eco-consciousness as feminine. The campaign flips that narrative by positioning environmental harm as a direct threat to masculinity and fertility.

Anne Aittomaki, strategic director, Plastic Change: “Environmental campaigns often fail to reach men. Studies show that many men associate environmentally conscious behaviour with femininity and are therefore less influenced by the messages of environmental campaigns. The campaign aims to flip that script by reaching out to men. If saving the planet doesn’t feel urgent, maybe saving your sex life and ability to reproduce will. This isn’t scare-mongering – it’s science. And it’s time all men paid attention.”

Research cited by the organisation shows that microplastics have been found in 80 percent of penile and testicular tissue samples and in all semen samples tested in recent studies. By using this data, the campaign seeks to pressure UN negotiators—most of whom are male—to commit to reducing plastic production.

Tali Madsen, chief strategic officer, Worth Your While: “In rooms filled with delegates wielding decision-making power over the future of global plastic policy, the science that plastics are in our brains, in our breast milk, and even unborn babies has yet to spark necessary change. By hitting men where they are most vulnerable, this is not about shock for shock’s sake; it’s a strategic communications move to administer a necessary wake-up call that might finally make them realise what’s at risk.”

Running up to 14 August, the campaign includes billboards around Geneva and out-of-home placements in Denmark. It will also appear globally across digital and social platforms including Instagram, LinkedIn and Facebook. A social component invites users to share campaign messages and post their own #PackingPlastic photos, while male influencers—from podcasters to biohackers—are set to amplify the reach.