I Love Children campaign is ‘scaremongering’

From ‘Fertility ads give birth to controversy’, 5 Feb 2016, article by Tan Weizhen, ST

A voluntary welfare group advocating early parenthood has defended an advertising campaign featuring four controversial cartoons.

The ads – which show sperm and eggs in situations such as rowing together in a boat or playing darts – were placed in train stations by I Love Children (ILC) this week, with slogans like “Even the best marksman could miss the target” and “Women are born with a finite number of eggs”.

The group hopes they will encourage people to conceive earlier while they are more fertile, but they have been criticised by some members of the public for being distasteful and insensitive.

Women’s rights group the Association of Women for Action and Research (Aware) has called the campaign “scaremongering“, saying it might have an emotional impact on women who might be infertile or who have had miscarriages.

i-love-children-ad-10-data

It’s not just married folks without children who’ll be irked by the naggy tone of the ads. Even those with curious kids who’ve seen the ad will have trouble explaining to them what a sperm is and where it comes from, before they start asking you whether those two happy creatures are new Pokemons.

Like all evangelical fertility campaigns, I Love Children only presents a one-sided rosy picture of childbearing, and with it being launched in perfect timing with CNY, it’ll only add more fuel to the fire for those having to face the traditional interrogation by pesky relatives during visiting. This sudden urgency to bump up baby stats is a far cry from the ‘anti-natalist’ movement in the 70’s, where you’re advised to ‘take your time’ before settling down. If you ‘take your time’ these days, you’ll get parents giving you dirty looks assuming you’re a ‘children-hater’. You can ‘take your time’ to choose the right primary school, the right career, the right house, but when it comes to babies, it’s ‘WTF are you waiting for already!’

Screen Shot 2016-02-05 at 6.29.00 AM

From ‘Fertility and the Family:An overview of Pro-natalist Population Policies in Singapore’ Theresa Wong, Branda S.A Yeoh

To be fair, it’s hard to come up with a fertility campaign with the right nuance. Some mild threatening is needed for it to be effective. Like ‘Children – Life would be empty without them’. This would make sense in the 90’s. Today, if you don’t have children of your own, there’s always Netflix and line dancing to fill the gaping void in your otherwise lonely, miserable existence.

In 2013, some NTU students came up with a ‘Singaporean Fairytale’, which featured ‘negative stereotypes’ in the form of a Golden Goose laying eggs, with the terrifying warning that your ‘egg making device may become rusty and old’. Again, the usual scare tactics of that timebomb ticking away in your oven. Time to put a bun in it!

In 2012, Mentos created ‘National Night’, urging you to ‘perform your civic duty’, and tapping your partner’s body like an ‘EZ-link card’. Cringeworthy, but for different reasons.

ILC, you don’t need to tell me what I already know. Jubilee Babies, SG50 baby bonuses, enhanced parental benefits. We already have agents out there, intentionally or unintentionally, promoting procreation for free ALL THE TIME. Not just the Government, parents and kaypoh aunties, but every father mother son who’s ever posted a montage of their bundle of flippin’ joy on Facebook. I’m reminded of putting my sperm to good use everytime I send a Whatsapp message to a friend with his baby as his icon.  If I see a baby dressed like Obi Wan Kenobi, I get the urge to impregnate the nearest womb I see. When I see a mini-series about families with 8 kids it gives me a newfound passion for harem-making.

So there’s no need for pro-lifers to hire graphic designers to draw cartoon sperm and ova rowing a boat, doing pole vaults or doing the Lambada to give us the warm, tingly  ‘AWWWWW..SO CUTE..LET’S HAVE SEX NOW’ moment. In fact, these ads do the exact opposite. Like a badgering aunty telling you so-and-so just had a fourth kid and still got that promotion at work. It saps the romance right out of any form of sexual intercourse, oral, vaginal or otherwise. Unless you people are telling me ‘Screw romance and do it like they do on the Discovery Channel!’

In short, money wasted, which could have been put to better use helping people struggling with kids so badly they resort to giving them up for adoption, accidental teenage mums thinking of throwing their neonates down the rubbish chute, or going into some fund for assisted reproduction for desperate couples. If you Love Children so much, help children that are living NOW, not play bedroom Peeping Tom, matchmaker, and midwife.

This is all we need.

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