Annonsrådet (the Swedish Ad Council) is a grass roots movement that works to reduce sexist and gender discriminating advertising on social media by using tech and data. Annonsrådet has over 8500 members, all women 18-70yo, from all over Sweden (and even some in Norway and Denmark). The members represent a significant part of the target groups that advertisers are trying to reach, and this gives Annonsrådet even more power to affect and use consumer power to make a change in the way women are portrayed in the media.