The article presents the results of the research on information policy that promotes the ideas of parenthood and parental labor in the Sverdlovsk region. Content analysis of the «Oblastnaya newspaper» materials for 2014 showed that parenthood discussed mainly in the context of assistance to vulnerable orphans as well as children left without parental care and families with many children. The research highlighted the necessity of promotion conscious parenthood facilities and parental labor. Awareness campaign is offered as one of the ways of such a promotion.