Celebrations of the macho, insensitive man can be found anywhere in society –statues being one of the most obvious examples. So, to introduce the modern sensitive man, we created a statue that represented him.

The campaign has no support from bought media, and through word of mouth and viral spread, delivered 9,787 view on YouTube, 171,812 visits on the website, 1,503 created entries, press coverage in four out of the six biggest Swedish newspapers and also influenced a TV show to do a special about how poorly these old statues reflect today’s gender structure.