LETS HAVE SEX

Singapore wants YOU to have a baby, and Mentos have made the soundtrack...

Thursday was National Day in Singapore, an occasion to celebrate Singapore's seperation from Malaysia in 1965. On the day there is a huge parade, fly over, fireworks and street parties which are rehearsed and meticulously planned for for months, but this year the evening activities were set to be a little more 'X rated'. A little over a week ago, Mentos (the mints) released a commercial promoting “National Night” a to the point ad campaign encouraging Singaporeans to make babiiiiiesss. Never in my life, ever did I think I would see an 'Anti' contraception, nationwide campaign. 

So why all the Sexing?

Singapore’s birth rate is at an all time low. Female citizens of the country now pop out on average 1 child in their lifetime. According to a video the government released, they need to produce about 50,000 children per year (not each) to maintain its population and avoid the economic calamity associated with an ageing population. The current birth rate is less than 30,000 children per year. So what to do about this- encouraging a one night sexathon probably isn't the answer, some of the promos read slightly like they are suggesting an orgy, others that you should only have sex on this one night (counterproductive if you ask me)- but it certainly makes for amusing following. *

 “I’m a patriotic husband, you my patriotic wife, lemme book into ya camp and manufacture a life.”

See the AMAZING video below released by Mentos

*Warning: Catchy*

As the Financial Times has reported, in Singapore 44 percent of men and 30 percent of women between the ages of 30 and 34 are single and many young people are actually putting off childbirth in favour of increased education (take a leaf UK). Singapore has already implemented an attractive array of incentives to have kids too. In 2001, the government introduced a Baby Bonus where Mothers receive $4000 for each of the first two kids and $6000 for each of the next 2 (Twins and triplets, in case you were wondering, are considered separate births.) Maternity leave is about to be upped as well.

It has never actually been proven that an advertising campaign can prompt a baby boom, it is more on the back of economic prosperity and cultural trends, but you never know, I'll get back to you in 9 months with the strike rate in my office.

More astonishingly is that this campaign has been openly allowed by the government of a nation that banned a Janet Jackson album in 2001 for being "too sexy'...yes Janet Jackson.... mind boggling 

If the song gets stuck in your head, try not to sing it subconsciously in public

Make love not war.

XXX

* Stats from www.slate.com