Plasmon predicts Italy's ageing apocalypse

Italy is the third oldest country in the world, with birth rates steadily declining since 2008. With these statistics in mind, baby food brand Plasmon has released this fictional, yet alarmingly realistic documentary, in collaboration with creative agency DUDE. 

The harrowing film, directed by Beppe Tufarulo, is set in the year 2050. It follows the story of Adamo, the last child to be born in Italy. Through interviews with his lonely parents, school teachers and midwives, whose roles are now almost entirely redundant, we see the grave consequences of this apocalyptic, but worryingly possible, scenario. 

The campaign aims to start a serious conversation and introduce national policies that support parenthood while, at the same time, putting pressure on institutions and the Italian government to change their regulations, before it's too late.