Based on ethnographic research conducted in Cairo in 2008 and 2009, this paper compares the material culture surrounding reproductive health in Egypt with a comparison between the 2008 “Waqfa Misriyya” family planning campaign and advertisements for, and popular culture representations of, erectile dysfunction drugs. It proposes that the link that ties these apparently disparate domains of reproductive health together is a discourse of consumerism. The Waqfa Misriyya campaign posters emphasize images of middle class Egyptians in clean, open spaces, free from the grime and crowding and grim poverty of most of Cairo, comfortably consuming a modern, middle class lifestyle. Yet with pictures of a glass of clean water and a loaf of bread, they simultaneously evoke Egypt's poverty and scarcity of resources. The “Waqfa Misriyya” campaign reiterated a familiar theme in family planning messages: that the way to address the social and economic problems facing the nation is by controlling reproduction. As Kamran Asdar Ali notes in his book Planning the Family in Egypt, there is a perversity in the national and international fixation on pressuring women to use contraceptives to reduce Egypt’s birth rate while the conditions of poverty that are associated with high birth rates go unaddressed. At the same time that Egypt struggles to reduce its birth rate, it also has a huge market for erectile dysfunction drugs. More than a dozen locally-produced brands of sildenafil are available in local pharmacies, and the pills are fixtures of Cairo's material and popular culture. Men sometimes give the pills to each other as gifts or even use them to grease the wheels of bureaucracy. This phenomenon of trading sildenafil as gift or bribe speaks to the history of the drug’s availability in Egypt: before the market was opened up to the cheap generic brands, Viagra was expensive and scarce. Thus the enthusiasm for trading it around was part of the wider intersection between gift economies and the black market. More than just irony connects family planning campaigns and the large market for erectile dysfunction drugs in Egypt. Like the ubiquitous advertisements for Viagra and Cialis in Cairo pharmacies and clinics, the family planning program is also part of a global ideology of capitalist consumption, creating new wants, desires, and notions of individuality and sexuality.