My mother has always had an affinity for Italy. Now, I understand why. Italy, like my mother, has zero shame in terms of telling women their biological clock is ticking and it’s time to produce babies. According to a new ad campaign in Italy, a woman who is holding off on having children is “a failure to her country.”
— Fertility Day (@FertilityDay) August 9, 2016
The campaign is in response to falling birthrates across Italy. The health minister Beatrice Lorenzin announced earlier this summer that Italy would hold its first ever Fertility Day on September 22nd. That’s really not a joke. Fertility day is actually going to be a thing and I assume it’s a day that encourages sex.
Apparently, the “holiday” will focus on encouraging family-planning by helping those struggling to conceive, celebrating the beauty of parenthood, and discussing why a lower birthrate might be dangerous for Italy’s future.
The Ministry of Health also launched a website, and a computer game to get women in the mood to be mothers.
Unfortunately, it’s had the opposite affect and basically outraged people around the world and it’s not hard to see why. Some #FertilityDay campaigns have taglines like “Beauty has no age. But fertility does.” and “Young parents. The best way to be creative.”
Articles on the Fertility Day website include: “fertility is a common good.”
Hey, Italy. How about fuck you?