“Facing a low fertility rate (1.4), Italy is holding its first ‘Fertility Day‘ on Sept. 22, which will emphasize ‘the beauty of motherhood and fatherhood’ and host roundtable discussions on fertility and reproductive health. That may seem inoffensive, but the country’s health department is trying to raise awareness with an ad campaign that’s striking many as misguided and, worse, sexist and alarmist.”
This pro-natalist campaign designed by the health ministry has received near universal criticism (in an attempt to see other perspectives, I searched for a more positive or even neutral article on the topic and came up empty-handed). Italy’s Prime Minister openly scoffed at the premise of the campaign, and many pundits argue that it shames and pressures women into thinking about personal choices of childbearing as if they were communal responsibilities. Unlike the infamous ‘Do it For Denmark‘ advertisements that were filled with playful innuendos, or Singapore’s ‘Maybe Baby‘ which highlights the joys of parenthood, this one has more overtones of duty and plays on fear more than those other pro-natalist campaigns.