The core of the idea was to illustrate the inequality to the public by asking the provoking question: Do you have to be a man to be acknowledged as a football player?

To illustrate this we got the female players to change their gender on their personal Facebook profiles. This became a strong symbolic act which at the same time used Facebook in a completely new and unprecedented way.

In the wake of The Sex Change, we released an online video where the players each talked about what careers and lives they could have had, if they had been men. In addition, we produced a video where one of the team's stars was transformed into a man through an extensive makeover. All this was shared with the Danes on social media. Everything was naturally backed by a broad public relations campaign including all relevant media.

The execution consisted of three main parts. First of all the surprising sex change on Facebook. In the wake of this, we released an online video where the players each told the story of what careers and lives they could have had if they had been men. Lastly, we produced a video where one of the team's stars was transformed into a man through an extensive makeover. The three steps were all supported by a strategic PR effort, securing a broad reach of the message.

The campaign created a large amount of PR (on a Danish scale) totaling an estimated amount of 300.000 €. This equivalates to 10 times the entire cost of the campaign. Equally important, the campaign sparked a much broader debate (estimated value = 13 million €) about gender equality in Denmark.

Our powerful statement also helped the team itself. Following the championships, they were able to negotiate a new and better deal with the Danish Football Association. Among other things, with a solid salary increase of 180%.

Last but not least, the campaign contributed to some very concrete effects promoting equality. For instance the women's team won official recognition as they were awarded the Danish Ministry of Culture’s annual Sports Award. Furthermore, the Danish Language Board declared “kvindelandsholdet” (women's national team) word of the year 2017.