Just like the Marines
A Chicago fertility clinic is advertising for egg "donors" with a take-off on the longstanding recruiting campaign by the U.S. Marine Corps. The ads have been spotted in the Chicago transit system's elevated trains.
Writing in Atrium, [pdf file] a report of the Northwestern Medical Humanities and Bioethics Program, Gretchen Case points out that the posters appropriate both the Marines' tag line and their imagery: young, attractive, ethnically diverse people standing in V formation. Case argues that there are indeed similarities between the young men often sent out in the first wave of a military offensive and the young women being recruited for their eggs:
Both military service and motherhood are often considered sacrosanct and crucial roles, but only particular kinds of bodies can perform these roles. The limited supply of appropriate bodies leads to a need for persuasion….If you join us, you become a hero.