After launching a campaign for a Fertility Day Women are mad.
The country, which faces a declining birthrate that’s putting its economy in danger, is urging anyone who can make a baby to do so on September 22.
“Fertility is a common good,” the campaign urges.
The initiative hasn’t quite been as seductive as the Ministry hoped, reports Quartz. In fact, it’s prompted so much backlash on Twitter, where angry users have ripped the campaign using the hashtag #FertilityDay for the past 24 hours, that its founders are back-pedalling.
The Ministry has since removed the initiative’s website (fertilityday2016.it), but the bizarre and even offensive images created for the campaign live on. One ad urges, “Beauty knows no age. Fertility does.” Another reads: “Young parents. The best way to be creative.” With the unemployment rate at 42 per cent for Italians ages of 15 to 24, writer Giulia Blasi points out that there may be better ways to get creative than popping out a kid you can’t afford. She argues that Italy’s efforts would be better spent making it easier for women to balance motherhood and work.