UN Women Sweden and NORD DDB launch “Sign of the Times,” a campaign that shows how the fight for women’s rights must never stall if we are to achieve gender equality. By
placing historical protest signs—some from as early as 1917—alongside modern placards, the campaign reveals that messages like “Abortion is a Woman’s Right!”, “Equal Pay Now!”, and “Women Against Violence Against Women!” are sadly just as relevant today as they were then.
The year 2025 marks the 30th anniversary of the UN’s Fourth World Conference on Women in Beijing—an historic milestone that laid the groundwork for progress worldwide. Since then, more than 1,500 laws have been passed globally to strengthen the rights of women and girls and to combat gender-based violence. Women’s political representation has more than doubled, and the gender gap in education has decreased.
However, at the same time, we’re seeing hard-won rights suddenly threatened—or rolled back entirely—in many countries. UN Women’s latest global report reveals that one in four countries is experiencing setbacks in the rights of women and girls. Around the world, women are still fighting for rights that should be fundamental: the right to abortion, equal pay, and a life free from violence. The campaign highlights the absurdity of how the same messages about women’s rights must be repeated, generation after generation.
– By spotlighting historic protest messages, we want to remind people that the fight for gender equality is far from over. Many of the slogans are the same today as they were 50 or even 100 years ago. It’s a reminder of both the gap that needs to close and the enduring strength of those pushing for change. UN Women works globally to change laws, support women’s rights organizations, drive public advocacy, and ensure that women’s rights remain on the agenda every single day, through initiatives like this,” says Ulrika Grandin, Secretary General of UN Women Sweden.
In “Signs of the Times,” UN Women Sweden showcases images from protests around the world, comparing them with contemporary photos from similar protests. Historic and modern protest scenes from cities like Teheran, Melbourne, and New York are featured.
To activate the public and visitors to the site, UN Women Sweden is also breathing new life into iconic protest signs that have been carried by generations of women’s rights activists. On the campaign website, visitors can download historic signs for use in today’s protests—or to share on social media. The signs can be “purchased” with a donation that supports UN
Women’s global work for the rights of women and girls. A symbolic act that carries the necessary fight forward.
The campaign runs in April across OOH, DOOH, print, social channels, and digital media.
Read more at www.unwomen.se
