Co.Create

Watch A Woman Become A Man Before Your Eyes (It's The Only Way She Can Get Paid Like A Man)

Sweden's biggest union gives its female head an extreme makeover to raise awareness for gender equality.

According to some studies, women in the U.S. are still paid only 77 cents for every dollar their male colleagues make and just 4.2% of Fortune 500 CEOs are women.

Gender equality in the workplace is a global issue, as this new ad from Sweden's largest union effectively points out. It says a Swedish women earn more than 250,000 euros less than a man over the course of their careers, and that at the current pace it will take more than a century for women's salaries to equal that of men. So agency Volontaire decided to show the best way for a woman to get that equal pay much faster by giving Kommunal's chairwoman Annelie Nordstrom a makeover.

It's a quick, simple, and effective spot that applies the lessons of Dove "Evolution" to a different issue and in the process illustrates the sheer ridiculousness of a very real problem.

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17 Comments

  • Denis Okabayashi

    "Gender equality is more than a goal in itself. It is a precondition for meeting the challenge of reducing poverty, promoting sustainable development and building good governance." - Kofi Annan

  • I'm curious how the transgender community is reacting to this.

    The resulting photos are really creepy...an interesting idea, but I'm not sold on the execution.

  • Jim Rocky

    When you fix inequality in laws that give everything to a woman (at least in US), we can talk about fixing inequality in other aspects.

    You can't have it both ways.. You want to be respected and paid as a man even though you use your sexual influence in achieving many goals in life, and on the other hand you want the laws to protect you as a lesser sex in cases of divorces and so on.

    If you want equality it needs to happen in all aspects of our lives not just the ones that suit women. This would solve prenups and everything and making men pay miserable amounts of money and have their lives destroyed because of women..

    You shouldn't get anything in the case of divorce, no alimonies, a guy should be able to get a kid and you should be paying alimony etc etc..

    Women want to have it both ways. They want equality where it suits them but not there where it benefits them. Well really now?

    You want equality, ok, you should be treated like a man in every aspect of our society

  • Eno Lka

    Yes, but it isn't happening yet, that why it still needs laws to protect in cases of divorce. Anyway, after the couple have kids usually is the woman who slow down her career to get more family responsibilities.

  • When men stop seeing women as valuable only for their sexuality, women will stop using "sexual influence" as a bargaining chip (because often it's the only one they have).

    When women make as much as men, and are 50% of the professional workforce, alimony will be paid in both directions: from wage earner to supportee, regardless of their gender.

    When more men are primary caregivers, they will have the right to primary custody of their children just as much as women have.

    Your arguments are moot because they're predicated on the idea that equality means taking away the benefits an oppressed demographic receives simply because they're oppressed. It doesn't.

    You do not achieve equality by removing support. You achieve equality by raising a minority (or in this case, 50% of the population) to a level wherein they no longer need the additional support.

  • Jim Rocky

    When you fix inequality in laws that give everything to a woman (at least in US), we can talk about fixing inequality in other aspects.

    You can't have it both ways.. You want to be respected and paid as a man even though you use your sexual influence in achieving many goals in life, and on the other hand you want the laws to protect you as a lesser sex in cases of divorces and so on.

    If you want equality it needs to happen in all aspects of our lives not just the ones that suit women. This would solve prenups and everything and making men pay miserable amounts of money and have their lives destroyed because of women..

    You shouldn't get anything in the case of divorce, no alimonies, a guy should be able to get a kid and you should be paying alimony etc etc..

    Women want to have it both ways. They want equality where it suits them but not there where it benefits them. Well really now?

    You want equality, ok, you should be treated like a man in every aspect of our society

  • Cat Monkeywoman

    "you want to be respected and paid as a man"

    That alone, is telling.

    No, we want to be paid what other HUMAN BEINGS are paid for the same job.

    If you want to discuss the disparities in wealth between men and women with children, any government body can give you the statistics. Believe me, men are not oppressed.

  • If women actually are working at the EXACT SAME JOBS as men, why would any business/company hire men. The "studies" used to make these false claims are the real inaccuracies.

  • Robert Redman

    The pay equality has in part to do with behavioural differences. Sadly, boisterous, self-promoting behaviours are rewarded and diligent understated attitudes are not.

    That means a lot of people who are waiting patiently for their deserved promotion and pay increases aren't getting them. While the louder individuals in the group are.