Social:Do it for Denmark

Do it for Denmark is a Denmark media and advertising campaign designed to increase the birth rate of the nation. The campaign, launched by the Danish travel agency Spies Rejser, is a tongue-in-cheek attempt to lure Danes to book holidays as a way to stop a purported population decline in Denmark. Despite the advertisements' obvious irony, it did actually result in an increase of the Danish birth rate. The advertising campaign has been criticized for invoking age-related and gendered stereotypes. The "Do it for Denmark" and subsequent "Do it for Mom" ads have been accused of carrying "explicit heteronormative and ageist tones" that "reflect a pro-natal and youth-oriented culture."