British Ad Campaign Uses Image Of Old Pregnant Woman To Scare Women Into Having Babies Younger

While pregnant teens are being shamed for making bad choices in the US, a new ad campaign in Britain is tackling the other side of the spectrum with an arresting image of a pregnant old woman. The campaign, sponsored by the pregnancy testing company First Response, purports to warn young women that their childbearing years are numbered.

The average British woman bears her first child at age 30, 5 years later than American women. In the name of “provok[ing] a debate about how old is too old to have a baby,” First Response Get Britain Fertile had make-up artists transform 45-year-old British TV presenter Kate Garraway into a cartoonishly ancient-looking pregnant woman.

Yet even as First Response claims there is a lack of awareness about the female biological clock, they tout a survey by YouGov finding 70 percent of British women believe having a baby in her 40s would be too old. Women were also quite clear about their motives to wait: two-fifths said they would delay having a child until they have financial stability, while over a third said the cost of childcare is a deterrent. Another third said they would wait until they found the right partner.

Nevertheless, First Response has decided the solution to the trend of women waiting longer to have children is to criticize them, prey on their fears of aging, and exploit social disgust for even moderately sexual old women.

[link to thinkprogress.org]