Men Stuff Their Shorts With Plastic for Ecological Push

Ribald messaging raises the bar

Dude, you’ve got plastic in your pants. That’s a big problem. REALLY big!

Danish NGO Plastic Change tweaks notions of toxic masculinity and lampoons the Calvin Klein underwear-model aesthetic to make an important point.

Microplastics pollution poses a threat to male fertility. It’s turning guy’s junk into … junk. What better way to raise awareness than hiring buff bros to stuff in a way that’s probably NSFW?

“Studies show that many men associate environmentally conscious behavior with femininity and are therefore less influenced by the messages of environmental campaigns,” says Plastic Change strategic director Anne Aittomaki.

“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.”

The group says microplastics have been found in some 80 percent of human penile tissue. It’s enough to make Bad Bunny sweat.

The work will run globally through Aug. 14, with billboards in Geneva (for the UN Global Plastics Treaty talks) and Denmark, plus calls to action online.

Worth Your While and Glue Factory collaborated with fashion photo Derek Henderson on the campaign.