This "Do It For Mom" Baby-Making Campaign Is So Insane It Just Might Work

So the world doesn't exactly have an underpopulation problem, but apparently the government of Denmark is concerned by the lowering birth rate over the past decade. And to try to help, Danish travel agency Spies is targeting the one demographic most disturbed by the lack of Scandinavian babies being born: would-be Scandinavian grandmothers.

In a new campaign, titled "Do It For Mom," the travel service is encouraging couples to book tropical vacations because nice weather and exciting excursions make you happier, and when you're happier you're more likely to . . . well, you get the idea. It might seem like a leap, but they've done the research. According to Spies's website:

Well, those studies seem legit. So if you are a Danish mother of a certain age but not yet the doting grandmother you'd envisioned, consider the "Spies Parent Purchase," where you simply "send your child on an active holiday and get a grandchild." It's as simple — and insane — as that.