To commemorate Persons Day 2016, Global experience design agency Critical Mass worked with the Famous 5 Foundation to make the struggle for gender equality resonant and relevant for a young, digital audience.

Under the hashtag #WomenBelong, Critical Mass created 13 portraits with striking headlines, such as, “women belong in the kitchen,” and “women belong with children.” Of course, there’s a catch. The woman in the kitchen is Executive Chef Connie DeSousa. And the woman with children is Dr. Sharron Spicer, a leading paediatrician.

Critical Mass wanted to appropriate and subvert misogynist rhetoric in a way that would simultaneously grab attention, raise awareness, and inspire audiences.