Japan's society is the fastest aging society in the world. It is said that many other countries can learn from Japan's challenge having too many old people and less newborns. The Ministry of Labor and the Ministry of Transport of Japan must have noticed the negative tendencies and launched a new campaign that advertises pregnant woman as very mature girls. The "pregnant" sign that many Japanese females already wear with pride now becomes kind of a "maternity/maturity mark". The funny thing is not that they want to promote pregnancy (which, in the far future, could also lower the need to loose restrictions to foreign immigrants), but the advertisement itself. The picture of the self-confident pregnant girls is taken from the upcoming movie called baby baby baby and is about, well, the maturity of being pregnancy and babies. ;)
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