The happy woman holding a sand timer16Beauty has no age limit. Fertility does.17
It didn't take long for Italian women to respond with a big fuck-you --
The health ministry pulled the campaign in response to the protests, but the internet lives forever. Here are some of the campaign's catchy slogans:
75Fertility is a common good76The constitution protects conscious and responsible procreation.77
Many Italians also drew the uncanny comparison between the ill-fated campaign and Mussolini's fascist propaganda that women's social duty was to have children.
The campaign logo's third-grader style art depicting the value of sperm: