Click to play videoUlyanovsk (Russia): They call him little Peter, the patriot - born on Russia's National Day and in more ways than one a blessing to his family. For their efforts, his proud parents received a brand new SUV.
In a country desperate for babies, cash prizes, even expensive gifts are on offer.
The Russian city of Ulyanovsk is where this controversial program to encourage bigger families has taken root. Every year, a special day of conception is staged with family-friendly events. And workers are given time off to boost the country's plummeting numbers.
Across Russia, a devastating population crisis is underway - linked not just to the low birth rates, but also to the extremely high levels of premature death.
Official figures say Russia’s population shrinks by nearly 8,00,000 people every year.
It's an effort led by the region's Governor who admits that offering prizes for childbirth may not be the entire solution. But he says it's a start.
"We can't obscure the real problems. We are not happy about income levels, for instance. But we are trying to revive Russia. And such theme events make people believe they have a great future ahead," Ulyanovsk Governor, Sergei Morozov.
Maxim and Svetlana say they're getting married so they can have a child by Russian national day on June 12 in order to qualify for next year's prize. The couple adds that Russia’s dwindling population is a real concern as well.
For many young Russians, it seems, the combination of prizes and patriotic duty is proving a potent mix.
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