Social and demographic problems associated with an increase in the birth rate and the number of citizens leading a healthy lifestyle have many intersection points both in the field of health and in the fi eld of socio-economic relations. Projects to improve fertility indicators and healthy lifestyles, presented in strategic documents and relevant policies, refl ect diff erent attitudes of the authorities towards stimulating citizens. Unlike having children, maintaining a healthy lifestyle by citizens does not provide for material or non-material incentives from the state. At the same time, the currently existing material incentives for the birth rate show their insuffi ciency, which raises the question of additional or alternative ways to motivate citizens. The solution to this approach requires an integrated approach. On the one hand, the use of an information resource available through the education system and the media space opens up the opportunity for the authorities to infl uence the attitude of citizens towards issues of fertility, values and status of the family and health. In this context, the attitude of citizens towards the promotion of a healthy lifestyle, as one of the conditions for strengthening the family and maintaining reproductive health, would also change. On the other hand, the media must popularize the idea that individual unlimited consumption also has a limit in the form of health and life expectancy. Consumption can be expanded at the expense of families if the state stimulates family consumption, and not just distributes one-time cash incentives.