Swedens "Kvinnolobby" (women's lobby) have taken on the subway ads with a stark black and white campaign of their own, that points out the inherent sexism they believe is common in subway billboards.
We are so tired of sexist advertising, especially in public space. It becomes so obvious with naked women's bodies and it can not be avoided in any way. We think that public transport has become a free zone where companies can advertise any way that they want to. We want to take the space back and encourage people to act against sexist advertising, says Johanna Dahlin, organizational secretary at Sweden's Women's Lobby,
The billboards headlines read: "Space reserved for a nude, retouched chick" and "There you stand and are fed with messages about everything that is wron with your body"
With the hashtag #reklamera the Kvinnolobby want women to participate, tagging subway ads that they find offensive and join the conversation about how it makes them feel.
"The main goal is to get legislation against sexist advertising. According to our survey, nine out of ten girls feel bad about themselves, due to the advertising they see."
AS the campaign ran it's course, time came for the next advertiser. Ironically it's for Mexico as a travel destination and naturally has a bikini-clad woman in the ad. An eagle-eyed observer caught this image, where the only sentence left of the old poster reads: "Here there is usually a picture of a sexualized woman" before the new billboard was complete. How ironic.