In the late summer of 2005 about 800 billboards urging Ukrainians to "make love" appeared in Kyiv. The population of Ukraine has been declining, and low birthrates are one of the factors blamed for this trend. The 1989 census recorded 52 million Ukrainians, but today it is estimated that the population is about 46 million. So the leaders of the Outdoor Advertising Association decided that rather than wait for the government to act, they would take matters into their own hands. From July through September Kyiv was covered with simple, colorful posters with messages such as "The country doesn't have enough soccer players. Let's make love!" Other versions declared the need for more Nobel Prize laureates and cosmonauts.
A market research company conducted a study of the effectiveness of the Kohaimosya! (Let's Make Love!) campaign. The survey showed that 42 percent of Kyiv's residents thought this kind of advertising was necessary, and 47 percent thought the government should support similar campaigns. Although it's too early to tell whether the ads will create a population boom, they certainly made people smile!