Three is best: How China's family planning propaganda has changed

For decades, China harshly restricted the number of children couples could have, arguing that everyone would be better off with fewer mouths to feed. The government's one-child policy was woven into the fabric of everyday life, through slogans on street banners and in popular culture and public art.

Now, faced with a shrinking and aging population, China is using many of the same propaganda channels to send the opposite message: Have more babies.

The government has also been offering financial incentives for couples to have two or three children. But the efforts have not been successful. The birthrate in China has fallen steeply, and last year was the lowest since the founding of the People's Republic of China in 1949.

Instead of enforcing birth limits, the government has shifted gears to promote a "pro-birth culture", organising beauty pageants for pregnant women and producing rap videos about the advantages of having children.

In recent years, the state broadcaster's annual spring festival gala, one of the country's most-watched TV events, has prominently featured public service ads promoting families with two or three children.

In one ad that aired last year, a visibly pregnant woman was shown resting her hand on her belly while her husband and son peacefully slept in bed. The caption read, "It's getting livelier around here".

The propaganda effort has been met with widespread ridicule. Critics have regarded the campaign as only the latest sign that policymakers are blind to the increasing costs and other challenges people face in raising multiple children.

They have also mocked the recent messaging for the obvious regulatory whiplash after decades of limiting births with forced abortions and hefty fines. Between 1980 and 2015, the year the one-child policy officially ended, the Chinese government used extensive propaganda to warn that having more babies would hinder China's modernization.

Today the official rhetoric depicts larger families as the cornerstone of attaining a prosperous society, known in Chinese as "xiaokang".

For officials, imposing the one-child policy also meant they had to challenge the deep-rooted traditional belief that children, and sons in particular, provided a form of security in old age. To change this mindset, family planning offices plastered towns and villages with slogans saying the state would take care of older Chinese.

But China's population is aging rapidly. By 2040, nearly one-third of its people will be over 60. The state will be hard pressed to support seniors, particularly those in rural areas, who get a fraction of the pension received by urban salaried workers under the current program.

Now the official messaging has shifted drastically, highlighting the importance of self-reliance and family support.

Under the one-child policy, local governments levied steep "social upbringing fees" on those who had more children than allowed. For some families, these penalties brought financial devastation and fractured marriages.

As recently as early 2021, people were still being fined heavily for having a third child, only to find out a few months later, in June, that the government passed a law allowing all married couples to have three children.

It had also not only abolished these fees nationwide but also encouraged localities to provide extra welfare benefits and longer parental leave for families with three children.

The pivot has prompted local officials to remove visible remnants of the one-child policy. Last year, local governments across various provinces systematically erased outdated slogans on birth restrictions from public streets and walls.

In a village in Shanxi province in northern China, government employees took down a mural with a slogan that promoted the one-child policy.

But the slogans that the government would like to treat as relics of a bygone era are finding new resonance with young Chinese.

On social media, many Chinese users have shared photos of one-child policy slogans as witty retorts to what they described as growing societal pressure to have larger families. Some of the posts have garnered thousands of likes and hundreds of comments.