State matchmaking and a PR blitz – is this the way to boost China’s birth rate?

In the central Chinese province of Hubei, one small city is going the extra mile to reverse falling birth rates.

Grass-roots volunteers in Tianmen are playing matchmaker for its young singles, combing through the details of all unmarried people in the area, putting the information on community posters and offering their services, according to Guangzhou-based Southern Weekend.

Video footage posted on social media showed a swearing-in ceremony for the matchmakers in one village.

It is one of a series of eye-catching measures adopted by the city, which is claiming rare success in turning around the dramatic decline in children born in the community.

But sceptics say such campaigns can only scratch the surface of the issues and without action to tackle the main reasons why people are reluctant to have children – such as the cost of childcare – such campaigns are likely to have a limited impact.