The NHS Trust in the town of Walsall, east of Birmingham in what was once the heart of Britain’s industrial Midlands, has produced what has got to be one of the most vacuous advertisements for the year to date. With the slogan, ‘Bware da baby trap – use a condom’ the national healthcare service provider has pictured a video game controller (for the boys) and a stiletto and lipstick (for the girls) with the statement ‘Would you give up this? For this?’ in juxtaposition to a baby’s dummy.

Ah, so this is what we’ve come too now.