Chicago’s WBEZ radio has launched a saucy series of advertisements calling on listeners to “make babies” to boost the public station’s future audience, writes The New York Times.

“We Want Listeners Tomorrow. Go Make Babies Today,” urges the tag line on one ad in the campaign, dubbed the “2032 Membership Drive” and aimed at listeners in the 20s and 30s. Another states, “Do It. For Chicago.” The ads will appear on billboards, bridges, taxis, and public transport.

Most public radio advertising is “very nice and polite,” said Daniel Ash, a vice president at WBEZ parent Chicago Public Media. “We wanted to break the mold and take some risks.”