Plastic Change : Are You Packing Microplastics

Worth Your While x Glue Society

The Glue Society

Derek Henderson

Wildfire Content & M.A.P Sydney

This campaign reprises the iconic style of Calvin Klein underwear imagery to raise awareness of the increasingly serious issue of microplastics.

Studies show microplastics are present in 80% of penile tissue and semen samples tested, and are one of the causes of declining fertility.

Many men tune out of environmental issues because they see eco-friendly choices as a threat to their masculinity. 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.

``If saving the planet doesn’t feel urgent, maybe saving your sex life and ability to reproduce will.”

Anne Aittomaki,

Strategic Director, Plastic Change