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Italy's new campaign to reverse the country's falling birth rate has sparked an angry response.

The health ministry's 'Fertility Day' which encourages couples to have more babies has been criticised on social media as patronising and sexist. One of the campaign posters shows a young woman holding a sand timer with the phrase: 'Beauty has no age. But fertility does.'

Italian blogger Giulia Blasi says the campaign is offensive towards women.

(Picture: Woman holding a baby. Credit: Getty Images)