A gentle reminder from Italy to its female citizens: You're not getting any younger, so maybe get on that baby-making, okay?
That's among the messages the Italian government is currently using to up its flagging birth rate. Its recently-launched #FertilityDay campaign features 12 ads that have attracted much criticism, such as the below picture of a smug-looking woman holding an hourglass.
"Beauty has no age. Fertility does," it reads. [...]
With slogans like "fertility is a common good," Blasi explained, the government is casting the uterus as "public property." But there's enough baby shaming for everyone: Fertility Day's official Twitter account also tweeted out "The five golden rules to protect male fertility," accompanied by a picture of an old banana peel and an image of a flaccid cigarette with the subtle message, "Don't send sperm up in smoke."
Even Italy's prime minister has come out against the ad campaign. "If you want to create a society that invests in its future and has children, you have to make sure the underlying conditions are there," Matteo Renzi said in an interview, according to Reuters, adding that he couldn't think of anyone who's been motivated to make babies because an advertisement asked them to. And while Lorenzin has apologized and proposed changing the #FertilityDay message, the event itself will go ahead as scheduled.
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