Kemerovo Region Launches Bold Initiative to Promote Early Parenthood Among Youth

Authorities in the Kemerovo region of Siberia have initiated a multi-million ruble tender for a campaign aimed at promoting childbirth among university students and high school students, as reported on the government procurement website.

The Kuzbass Regional Medical Information and Analytical Center is offering a contract worth 67.8 million rubles (approximately $851,500) to develop a campaign that highlights “the benefits of giving birth before the age of 25,” emphasizes the health advantages of larger families, and provides information about puberty. Among the initial slogans approved for the campaign are “I Want to Be Born,” “I Want a Baby,” and “Mom, We Did It.”

The intended audience for this campaign includes high school students, college students, and young adults, as well as middle-aged individuals. This information was reported by the Telegram news channel Sibirsky Express, the first outlet to cover the government tender. Bids will be accepted until August 21.

The selected contractor will be responsible for creating and placing billboards throughout the Kemerovo region, producing “viral” videos for social media platforms, and designing mascots, emojis, and sticker packs for messaging apps.

This tender is part of Russia’s broader initiative to tackle its demographic crisis, which has deteriorated over the past three years following Moscow’s full-scale invasion of Ukraine. President Vladimir Putin has prioritized increasing birth rates, which are currently at a 25-year low, amid rising mortality rates.

Kemerovo, with a population of over 2.5 million, has experienced a decline in population for at least 25 years. It is also one of several Russian regions that have introduced contentious one-time payments of 100,000 rubles for high school students who give birth.

Sibirsky Express has also reported that Olesya Prindul, the head of the Kuzbass Regional Medical Information and Analytical Center, is believed to have connections to the former healthcare minister of the region, who is currently under investigation for alleged bribery related to medical supply contracts.