The Danish environmental NGO Plastic Change has launched a provocative campaign that reimagines the style of Calvin Klein’s iconic ads to raise awareness among men about the dangers of microplastics.
Recent studies revealed that microplastics were found in the penises of more than 80% of men tested, and in every single testicle sample examined—raising concerns about potential links to male infertility.
The Campaign Concept
- Presented in black-and-white photographs, the ads replace the classic “bulge” imagery with a PET plastic bottle.
- Hard-hitting slogans include:
- “4 in 5 dicks are packing plastic”
- “How toxic is your masculinity?”
- The wordplay highlights the literal dangers of “toxic masculinity”, connecting men’s health directly to environmental pollution.
Why Target Men?
Anne Aittomaki, Strategy Director at Plastic Change, explained that environmental campaigns often struggle to reach men, as sustainability topics are frequently dismissed as “unmanly.” This campaign directly addresses men by tying the issue to what many care most about—their sexual and reproductive health.
The goal, Aittomaki emphasized, is not to scare, but to underscore the science: “It’s time men truly paid attention.”
Source: Creative Bloq
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