# Shocking Makeover Equality Ads This Campaign Has Women Disguised as a Man to Protest Equal Rights By Eric Westcott | Published 2014-03-10 | World Source: Trend Hunter, https://www.trendhunter.com/trends/equality-rights-women-protest References: [adweek](http://www.adweek.com/adfreak/watch-woman-become-man-protest-unequal-pay-sweden-156115) & [beaman.se](http://beaman.se/) The gender equality battle has taken a shocking turn with a new makeover campaign. 'Be a Man' has gone to the extent of disguising women as men to bring light to the salary differences between men and women. Over the decades and centuries, there have been great leaps forward when it comes to [women's rights](https://www.trendhunter.com/trends/computer-science-is-everything). We are now in a time where men and women share the same job titles as well as some women out-ranking men in many companies and industries. Sweden is a country that is at the foreground of gender equality, but it is shocking to find out that women make 'a quarter of a million dollars' less than men when it comes to their lifetime salaries. Sweden is a country that is at the foreground of gender equality, but it is still shocking to find out that 25% less than men on their annual salaries. "Annelie Nordström, chairwoman of Kommunal, Sweden's biggest union," made the transformation to protest the salary differences in support of International Women's Day. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 30% | Activity: 82% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [World News](https://www.trendhunter.com/worldnews) ## Key Themes ### Why This Trend Is Growing - **Gender Equality:** Disruptive innovation opportunity: Develop technology solutions that promote pay equity and eliminate gender bias in the workforce. - **Makeover Campaigns:** Disruptive innovation opportunity: Create interactive and immersive experiences in advertising campaigns to engage and educate audiences on social issues. - **Salary Transparency:** Disruptive innovation opportunity: Develop platforms and tools that provide transparent salary data to empower workers and encourage equal pay. ### Industries Being Reshaped - **Technology:** Disruptive innovation opportunity: Integrate artificial intelligence and machine learning algorithms into HR systems to identify and address gender pay disparities. - **Advertising:** Disruptive innovation opportunity: Utilize virtual and augmented reality technologies to create impactful and interactive campaigns that challenge societal norms. - **Human Resources:** Disruptive innovation opportunity: Implement blockchain technology to ensure secure and transparent salary data sharing among employers and employees. ## Related on Trend Hunter - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Changemaker Automotive Campaigns](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Pet-Equality Campaigns](https://www.trendhunter.com/trends/pet-ownership.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Celebratory Midlife Campaigns](https://www.trendhunter.com/trends/stripes-beauty-hotter-than-ever.md)