Kommunal just won a bronze for "best integrated campaign led by PR" in Eurobest, for this idea where Anna Nordström, chairwoman of the largest union in Sweden becomes a man to make a point.
The campaign included taking over a page on tops to get a raise in Sweden's best selling tabloid newspaper. A print campaign that ran in all national newspapers showing Anna's makeover ran at the same time.
Meanwhile anyone could use a simple photo-app where you ladies could prepare yourself for a raise by taking a selfie and turning into a man. And so the largest union in the country just lobbied everyone, educating the public on how much a wage-gap there still is in Sweden, while making it a hot-button issue that politicians will have to look at in the coming election.