Fertility Day Backfires Amidst Low Birth Rate In Italy

When the Italian Health Ministry launched a “Fertility Day” Campaign earlier this month, it was met with indignation rather than admiration. The initiative was an attempt to encourage procreation in a country with one of the lowest birth rates in the world, but due to a lack of cognizance and sensitivity it unfortunately completely missed its mark. For a country that struggles with high unemployment, low wages and prevalent sexism, the campaign has been seen as archaic, exposing an amateurish understanding by the campaign makers of a topic that is sensitive and overwrought for many.
The objective of the #FertilityDay campaign, held on Thursday, September 22nd 2016, is to encourage Italians to have more babies. The initial launch of the campaign earlier this month, however, completely missed its mark and prompted outcry throughout the country. The campaign launched a series of posters featuring demeaning phrases such as “Beauty has no age limit, fertility does” and “Young parents: the best way to be creative” and “Fertility is a public good”. This last one strikes at the real heart of the campaign, which was a transparent effort not so much to encourage fertility education as to off-set Italy’s ever declining birth rate.

#fertilityday La Costituzione tutela il futuro del Paese. https://t.co/PbD0Ecv9hP #fertilitygame pic.twitter.com/VYfHrr3hU5
— fertilityday (@FertilityDay) July 27, 2016
Italy has one of the lowest birth rates in the world, with an average of 1.4 children born per mother in her child-bearing years – below the requisite 2.1 average to ensure a stable population. All this explains the government’s fertility concerns: it needs tax-paying young workers to cover the country’s generous social policies, including a national health service, pensions, free education and other assistance measures. The problem, of course, is that young women (and men) don’t need to be incentivized to have children; the government however need to create the proper conditions which make can make raising a family a reality for young Italians.

There are many obstacles to having children in Italy. Unemployment is high across the board but especially among young people between the ages of 15 and 24: it was 42.6% in 2015, hardly laying the foundation for a stable career.

Low wages are another major problem: the average salary for full-time, entry-level jobs is €27,400 a year, the lowest among western European (and only 50% of women in Italy are employed compared to 70% of men).

The Fertility Day campaign posters were appropriated by critics almost immediately, featuring phrases that read “My pregnancy lasts longer than my contract” and “As if I could afford to have kids”. Even Prime Minister Matteo Renzi distanced himself from the campaign, ironically quipping that none of his friends “had their kids after seeing the adverts” after being asked about the initiative.

The campaign was quickly withdrawn and re-imagined, with the Italian Health Minister saying the original intent was not a “call to reproduction”.

“My pregnancy lasts much longer than my contract”

landscape with balloons floating in the air

KEEN TO EXPLORE THE WORLD?

Connect with like-minded people on our premium trips curated by local insiders and with care for the world

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.