The FPA - formerly the Family Planning Association - has launched a
counter-attack against the media frenzy encouraging couples to try for a
’millennium baby’, with an outdoor campaign by Stretch the Horizon.
Many media channels have launched a race for couples to produce the
first baby of new millennium, with valuable prizes and sponsorships
offered to the winning family.
The optimum date for conception has been narrowed down to Wednesday 14
April and the campaign will run in the few days running up to the
The FPA’s poster depicts a baby looking at the camera with the line: ’A
baby is for life, not just for the millennium’, and a line below gives a
telephone number for free advice on family planning and
Media for the campaign was donated by Maiden Outdoor.
The ad was written by Ed Prichard and Ian Malone, and art directed by
Chris Arnold and Mark Lines.
Arnold, the creative director of STH, said: ’Papers like The Sun are
encouraging people to ’bonk for a millennium baby’. This topical poster
aims to bring some common sense to the public and remind them of the
responsibilities that surround having a baby.’
Anne Weyman, the chief executive of the FPA, said: ’We would urge anyone
contemplating having a so-called ’millennium baby’ to consider carefully
and seriously the reason for their decision. Having a baby because you
really want one is great, but we believe trying to have a child to win a
race against time, or for some cash inducement, is bad news for the baby
and the parents.’