Since the opening in 2010 the Swedish Museum of Photography (Fotografiska) has been deeply involved in issues related to democracy, justice, and gender equality. On International Women’s Day 2017, the museum decided to draw attention and spark debate about gender inequality in Sweden. The goal was to reach 2 000 000 people and to get 5000 reactions and 500 comments on Facebook, without any media budget.

On the morning of 8 March (International Women’s Day), the Swedish Museum of Photography posted about “the unequal entry price” on its Facebook page. A few minutes later, a press release was sent out to Sweden’s media outlets. An hour later there was a massive impact in both news outlets and social media.