Infertility is often framed as a female issue. As a result, men have largely been absent from this discussion, despite the research showing that they are the culprit in nearly half of all infertility cases. Recent studies indicate the need for increased male awareness as sperm counts, in western males, have decreased by 50% in the last 40 years. Us Brits are not very good at talking about what goes on between the sheets or down south. But, with infertility affecting around 1 in 7 couples in the UK, it’s time to break the silence. The reason for this is multifactorial, but studies have found a strong link between alcohol consumption and reduced fertility. While you may not be trying now, the choices you make can affect your fertility in the future. Are we drinking ourselves to extinction?

A campaign will be launched, in partnership with Alcohol Change UK, to raise awareness about alcohol consumption and the effects it has on fertility to promote discussion amongst millennial males (aged 18-30). It’s time to break the silence. It’s time to talk tackle!

The campaign has a humorous straight-talking visual system that accurately reflects and connects with the target audience across all touchpoints — from the products to communications, to a full-scale environment/event. It uses the weapon of destruction (alcohol, most notably beers) as the main point of activation; using the tool that is destroying their fertility to educate.

This project was designed by Mike Kenyon, a Graphic Communication & Illustration student currently in his final year at Loughborough University in the United Kingdom. He was predominantly inspired by both the Constructivism and DADA art movements; using this language to create striking visuals that blend photographic elements with bold typography and colour; to empower the discussion, raise awareness, amongst males about their fertility.

DISCLAIMER: The project is purely conceptual and was not produced in association with, or endorsed by, Alcohol Change UK.