Sex, the root of life. It is the beginning to creation and love. Although most consider it to be fun, its purpose is to be able to start a family, to conceive. In most cultures, you are to get married and start a family at a young age. Such as the Hispanic/Latino culture, it is expected of you to get married at a, now considered, young age and start a family shortly after. If you are reaching your mid twenties and you show no sign of marriage coming to your life soon, you are considered to be ‘running out of time’. Women are believed to be losing their chances of starting a family. As where in other cultures, such as in European countries like Denmark, they are to wait as long as possible to settle and start a family. Yet, a couple of years ago, this exact belief became a major issue which affected Denmark’s population causing it to decrease in a matter of a few years.
There was a downfall in the number of children being born in 2012 being 57,916 as where in 2008 it was 65,000. According to The Copenhagen Post, “more than one in five couples end up childless”(CPH Post Online 2013). There are several causes to this which include the cultural belief of waiting as long as possible to start a family. In the 70s, the regular age for women to start a family was 24. About around 2011 the average age for starting a family was 29 and slowly increasing to 35. Due to this, the number of women trying to receive fertility treatments has increased by over a thousand in a matter of 6 years.
Through this concern, a travel company created a series of both bold and hilarious targetted sex campaigns. Through them they make sure to point out several benefits in starting families and they show it through different perspectives. The first one is called, Do it for Denmark where they begin by explaining how Denmark’s population is decreasing due to people not having enough sex and starting a family. They then made Do it for Mom, where they show the concern of starting a family from a parents’ perspective of one day being grandparents. Both incorporating the concern through several perspectives and how they should take act and travel.
They start it off by showing a woman, focusing first on her lips then the camera goes down to show her pulling her strap down from her shoulder and asking, “can sex save Denmark?’ That in itself is a huge attention grabber due to the fact that sex sells. As soon as someone is to lay eyes on the word sex or seeing a woman begin to undress instantly captures the attention of plenty. They then present charts to give a visual presentation of how negatively the population is being affected. As they are presenting these numbers and charts, they have an empty playground in the background to show that there are no children to play creating a dull and dark image.
It then goes to a clip of an old couple sitting on the couch by themselves. They are portrayed as lonely and sad along with the quote “there are not enough children being born to support the aging population” as in people are dying alone. A sense of sorrow is portrayed all throughout the first thirty seconds of the advertisement in order to bring light to the issue and make sure that people are aware of how tragic the whole situation is. It is all emotion within the first thirty seconds from sexual attraction to the gloomy images of an empty playground or the despair on how elders dying alone.
We are then presented to Emma, which “was born and raised in Denmark, but made in Paris.” Apparently, her parents had taken a romantic getaway to Paris. This is where they explain how 10% of Danish children are made during the holidays, “Studies show that Danes have 46 percent more sex on vacation, and because more sex increases the chances for more children, we call for a romantic break to save the future of Denmark.”
According to the article by Terrence McCoy on the Washington Post, “The Post was unable to independently confirm that Danes have 46 percent more sex on vacation, but they claim that people generally make more whoopi while on vacation does appear plausible”(McCoy 2014). Although they were not able to actually confirm the statistics, they were able to prove that couples tend to have more sex when on vacation. They have sexologist, Birgit Dagmar Jhansen speak in the advertisement explaining how couples really do have a lot more sex when on vacation because “couples see each other in a new light.” Now the whole argument becomes so much more believable due to these facts coming straight from a reliable source, a sexologist.
Shortly after, we then go into the promotions of traveling through this agency. They present their ovulation discount which is where they offer couples baby supplies to last them three years only if they were able to conceive a child during their vacation by later sending them hospital records and their positive pregnancy test. Promoting couples to travel more in hopes of helping Denmark’s population to grow.
The purpose of this whole campaign is not only to promote sex to increase Denmark’s population, but it was also a benefit for the traveling company, to promote people to travel and have sex. Which led this campaign to be a win-win for the both the company and Denmark. Alexandra Sims talks about the success of these campaigns in her article, Denmark’s Bizarre Series of Sex Campaigns Lead to Baby Boom. She states, “Denmark was set for a baby boom with 1,200 more babies”(Sims, 2016). According to news article, Copenhageners Told to Have Babies Earlier, this successful campaign then encouraged the City of Copenhagen to make their own campaign calling people out on their fertility. They had slogans for both men and women such as “if their sperm was swimming too slowly?” and if women had “counted their eggs today?” (The Local 2015).
They make several valid points in order to promote sex and traveling in the Danish community. They use several statistics to prove that how much of an affect sex can have on their population both positive and negative. Using professionals on the topic to make their arguments both believable and as true as possible in order to encourage their audience to understand the legitimacy of the issue. Also by incorporating the concern of the decrease in the population through several perspectives makes it certain to be relatable to almost everyone. Have sex, make a family, which leads to a happy life, a successful traveling company and a greater population in Denmark.
Copengageners Told to Have Babies Earlier
- “Copenhageners Told to Have Babies Earlier.” The Local, 6 Oct. 2015, www.thelocal.dk/20151006/copenhageners-encouraged-to-have-babies-earlier.
Denmark’s Bizarre Series of Sex Campaigns Lead to Baby Boom.
- Sims, Alexandra. “Denmark Is Fighting Its Low Birth Rate in the Creepiest Way Possible.” The Independent, Independent Digital News and Media, 3 June 2016, http://www.independent.co.uk/news/world/europe/denmark-s-bizarre-series-of-sex-campaigns-lead-to-baby-boom-a7062466.html.
Low Birth Rate “Approaching Epidemic”
- “The Copenhagen Post – Danish News in English.” CPHPOST, 13 Feb. 2013, 11:19, cphpost.dk/news/national/low-birth-rate-approaching-epidemic.html.
Do it for Denmark!’ campaign wants Danes to have more sex. A lot more sex.
- McCoy, Terrence. “’Do It for Denmark!’ Campaign Wants Danes to Have More Sex. A Lot More Sex.” The Washington Post, WP Company, 27 Mar. 2014, http://www.washingtonpost.com/news/morning-mix/wp/2014/03/27/do-it-for-denmark-campaign-wants-danes-to-have-more-sex-a-lot-more-sex/?utm_term=.fd86dc461563.