“Do it for Denmark”: The Campaign that Boosted Birth Rates

In recent years, numerous nations have dealt with decreasing birth rates and the resulting demographic difficulties. Denmark, a country recognized for its exceptional standard of living, also experienced this trend. By the early 2010s, Denmark encountered a potential decline in population due to consistently low birth rates. This shift in demographics presented substantial future challenges, such as an aging population and a diminishing workforce.

In 2014, an innovative and somewhat unconventional solution emerged from an unexpected source: Spies Rejser, a Danish travel agency. The company initiated a bold marketing campaign with a clear and memorable slogan, “Do it for Denmark.” The goal of the campaign was simple yet impactful: to urge Danes to travel abroad, unwind, and have children.

The Concept of the Campaign

“Do it for Denmark” leveraged the notion that vacations can trigger romance and, ultimately, conception. Spies Rejser highlighted statistics indicating that Danes engage in more sexual activity while on holiday. They cleverly linked this to the broader issue of national birth rates, suggesting that more vacations might lead to more offspring.

The campaign featured a lighthearted and captivating advertisement showing couples rekindling intimacy while on vacation. It emphasized the positive influence of travel on relationships and fertility. By blending national pride with individual responsibility, “Do it for Denmark” resonated with many Danes.

The Impact

The outcomes were unexpected and remarkable. The campaign not only garnered public attention but also contributed to a noticeable increase in the Danish birth rate. This accomplishment was attributed to the combination of a compelling message and the natural surge in conception rates during vacations. Spies Rejser’s campaign demonstrated that innovative marketing when aligned with social needs, could bring about meaningful change.

“Do It for Mom” and “Do It for Kids”

Inspired by the success of their initial campaign, Spies Rejser launched subsequent initiatives. In 2015, they introduced “Do It for Mom,” encouraging couples to have grandchildren for their parents. This campaign tapped into the emotional appeal of family and the delight of grandparenthood.

Subsequently, the agency rolled out “Do It for Kids,” which highlighted the advantages of having siblings and larger families. These subsequent campaigns maintained the amusing and relatable tone of the original, continuing to encourage Danes to prioritize expanding their families.


The “Do it for Denmark” campaign and its follow-ups are excellent illustrations of how creative marketing can address societal issues in unconventional ways. Spies Rejser’s campaigns not only elevated the national birth rate but also fostered a sense of togetherness and purpose among Danes. By combining humor, national pride, and a clear call to action, these campaigns showcased the power of innovative solutions in confronting demographic challenges. Denmark’s example provides valuable insights into how to motivate and involve citizens in addressing population decline as other countries encounter similar issues.


  • The ‘Do it for Denmark!’ campaign wants Danes to have more sex. A lot more sex.” The Washington Post. Retrieved December 3, 2016.
  • “Do it for Denmark.” Spies Rejser. Retrieved December 4, 2016.
  • “Denmark is fighting its low birth rate in the creepiest way possible.” The Independent. June 2, 2016. Retrieved December 4, 2016.
  • King, Andrew; Almack, Kathryn; Jones, Rebecca L. (2019). Intersections of Ageing, Gender, and Sexualities: Multidisciplinary International Perspectives. Bristol, England: Policy Press. pp. 101-102. ISBN 9781447333036.

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