--- description: Spies launched an ad earlier this week that urged couples to procreate on vacation to salvage diving birth rates in Denmark. title: Danish Company Urges Danish Couples to 'Do It For Mom' image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- * [World](/section/world/) ## World Update your preferences in [Account Settings](/account/preferences/) Close * [Denmark](/tag/denmark/) ## Denmark Update your preferences in [Account Settings](/account/preferences/) Close # Denmark Encourages Couples to 'Do It For Mom'  by [Tanya Basu](/author/tanya-basu/)  ## Tanya Basu Update your preferences in [Account Settings](/account/preferences/) Close Oct 1, 2015 8:10 PM CUT  by [Tanya Basu](/author/tanya-basu/)  ## Tanya Basu Update your preferences in [Account Settings](/account/preferences/) Close Oct 1, 2015 8:10 PM CUT A Danish ad urging couples to “Do It For Mom” has released a blush-inducing, tongue-in-cheek ad to encourage Danes to travel and get busy. (Warning: the video is NSFW.) The video starts off with gloomy music and images of an elderly woman who seems to feel empty and sad without a grandchild by her side. “But don’t despair,” the announcer says. “We may have found the solution.” Citing statistics that suggest that couples have 51% more sex while on an exotic, romantic holiday, the ad then shows a young couple in a series of situations dripping with innuendo. “Send your child on an active holiday and get a grandchild within nine months,” the ad cheerily suggests, before offering a booking discount of 1,000 DK (about $150) and an “activity package,” but also a special deal for singles wanting to mingle. With a nosediving birth rate—in 2012, Danish women were having 1.73 births each—Denmark is searching for increasingly unorthodox methods to encourage a baby boom. The Scandinavian country is technically not behind the ad—travel company [Spies Travels](http://www.spies.dk/do-it-for-mom "undefined") is—but Denmark isn’t exactly against the ad either. The country is taking its diving birth rates seriously, attempting not only [“date night” childcare](http://www.bbc.com/news/world-europe-19585136 "undefined") and [special masses to encourage birth](http://www.independent.co.uk/news/world/postcard-from-denmark-8585153.html "undefined"), but also [attempts to avoid government shutdowns in exchange for more kids](http://www.theguardian.com/world/2015/jan/14/danes-facilities-babies-denmark-public-services "undefined"). Sound familiar? The same company put out an equally provocative ad a couple years calling for couples to go on holiday and “Do it for Denmark!” Spotting the plus sign on a pregnancy test meant a couple would be eligible to get three years’ worth of baby supplies. That ad might not have done the trick though. For a travel company and a nationalistic urge to somehow up population, Spies implores: “If they won’t do it for their country, surely they will do it for their mother?” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4057865/do-it-for-mom-denmark/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4057865/do-it-for-mom-denmark/"},"headline":"Denmark Encourages Couples to 'Do It For Mom'","datePublished":"2015-10-01T20:10:50.000Z","dateModified":"2026-02-22T11:27:03.492Z","description":"Danish couples have 1.73 kids, which is below replacement levels","url":"https://time.com/4057865/do-it-for-mom-denmark/","keywords":["Denmark","Population"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Tanya Basu","jobTitle":null,"url":"https://time.com/author/tanya-basu/"}],"articleSection":"World","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/world/","name":"World"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/denmark/","name":"Denmark"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4057865/do-it-for-mom-denmark/","name":"Denmark Encourages Couples to 'Do It For Mom'"}}]}] ```