By the end of the year, the Austrian capital will have signs featuring men changing diapers and women riding elevators.

"The campaign shows familiar images in an unfamiliar way. We want the effect to be jarring in the best sense of the word," said Sonja Wehsely, the former city councilor for women's issues, at the campaign's press conference in December. "By playing with our expectations, the campaign encourages us to change the way we think, see, and act."

Ursula Bauer, the city's project director for the implementation of gender mainstreaming, says they set out to be provocative and their mission was accomplished.

Though Ms. Bauer says the city has received "hundreds" of supportive e-mails and calls, it "easily" has gotten 3,000 complaints – 80 percent of which have been from men.

Complaints ranged from speculated costs of the campaign, to men saying female pictographs are exclusive to women declaring that skirts represented an "unemancipated" female.

------------------
Of course the following popped into my head:

"Wien, nur Wien du kennst mich up,
kennst mich down
Du kennst mich.
Nur Wien, nur Wien, du nur allein
Wohin sind deine Frau'n

Ohoho, operator (so alone am I)
Ohoho, operator (need you to come tonight)
Hello, oho, Vienna calling, na na na na
Hello, oho, Vienna calling, na na na na"
-Falco, Vienna Calling
a shame that he died, I enjoyed the music