Danish Company Urges Couples to 'Do It For Mom' | Time TIME logo Connect Wallet Wallet Settings Disconnect Wallet MetaMask WalletConnect Sign In My Account Manage Account Digital Magazines Subscriber Benefits Help Center Sign Out SUBSCRIBE FOR 99¢ Subscribe Spotlight Story Giorgia Meloni Set to Become Italy's Prime Minister Close My Account Manage Account Digital Magazines Subscriber Benefits Help Center Sign Out Sign In Sections Home U.S. Politics World Health Climate Personal Finance by NextAdvisor Future of Work by Charter Business Tech Entertainment Ideas Science History Sports Magazine TIME 2030 TIME Studios Video TIME100 Talks TIMEPieces The TIME Vault TIME for Health TIME for Kids TIME Edge Red Border: Branded Content by TIME Join Us Newsletters Subscribe Subscriber Benefits Give a Gift Shop the TIME Store Connect Wallet Customer Care US & Canada Global Help Center Reach Out Careers Press Room Contact the Editors Media Kit Reprints and Permissions More Privacy Policy Your California Privacy Rights Terms of Use Site Map Connect with Us World Denmark Denmark Encourages Couples to 'Do It For Mom' Denmark Encourages Couples to 'Do It For Mom' By Tanya Basu October 1, 2015 4:10 PM EDT 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 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 and special masses to encourage birth, but also attempts to avoid government shutdowns in exchange for more kids. 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?” More Must-Read Stories From TIME Here’s How Effective the Original Vaccines Are Against Omicron The Promise—And Possible Perils—of Editing What We Say Online How Trump Survived Decades of Legal Trouble: Deny, Deflect, Delay, and Don't Put Anything in Writing Flint Is Still Shaken by its Water Crisis—and Residents Are Experiencing Long-Term Mental-Health Issues A Beer Shortage Is Brewing. A Volcano Is Partly to Blame How Fasting Can—and Can't—Improve Gut Health Cities Keep Enforcing Curfews for Teens, Despite Evidence They Don't Stop Crime Joe Manchin’s Red Tape Reform Could Supercharge Renewable Energy in the U.S. Column: We Should Talk More About What a Brilliant Actor Marilyn Monroe Was Write to Tanya Basu at tanya.basu@time.com. 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