 I'm here to tell all of you web freaks and digital strategists and tech geniuses the thrilling story of how I started a Facebook page. It's going to be amazing. It's going to be a bit about gender equality, a bit about social media, about crowdsourcing and all those things that you know a lot about. And it all ends up in success, I'd say, and I hope you can find some inspiration in it. First, a bit about me. As I was presented, my PR consultant has been for 17 years. I work with a pop star called Robin and I work with ad agencies and with books and films, etc. When I was seven years old, might be eight, something like that, I got my hands on that collector's card in my older brother's room. It was super, super cool and it gave me goosebumps because when I looked at it, I said, oh my God, this is me. I took it to school, I gave it to my school teacher and she said, oh, look at this, everyone. This says that girls are in one way and boys are in another. And that is something that has never worked for me. When she said that, I said, no, I'm not. I love wearing dresses, I love building stuff. I'm the strongest in this class, but I also have yellow hair and braids. What is all this about girls being one way, boys, another way? We all know that the stereotype is being reproduced in media all the time and everyone is saying, that's just the way it is. Well, that isn't the way it has to be. And one thing that has sort of stuck with me since those days is the trick of counting. Here comes a perfect Instagram moment for all of you guys who has a phone. When we talk about gender equality, people very often confuse it with opinions. You hear people say, I think we are a gender equal country or here in this workplace, I believe we are, I feel we are. Gender equality is not a matter of opinion. Gender equality is a matter of knowledge and facts. When it comes to salary, when it comes to who does what, all these things can be measured and are measured. That is how you find out if some collection of people, if it's gender equal or not. In Sweden, some magazines have a tendency to do these polls. Do you think that Sweden is an equal country and then they do this front page saying seven out of ten people think Sweden is a gender equal country? But no, that does not measure whether we are a gender equal country or not, it measures our lack of knowledge. Seven out of ten people do not know the facts. Back to the story about when I started a Facebook page three years ago, or it might even be three years and six months ago, I was at a gala. I was sitting like you guys in this audience and I was counting. Counting is a great way of gathering knowledge and facts. It doesn't say everything but it says a lot. And I've been doing that for a few months during this gala season where everyone's awarded the best theater, best film, best whatever. Counting everyone on stage, the comedian, the connoisseur, the connoisseur, the in-between band, the flower givers, etc. I counted on Twitter and at this gala, at the final of this gala, I ended up at like 51 men, eight women. After the gala, the producer came up to me and said, Lena, you are such a pain in the ass. Didn't you like the gala? I said, oh, I didn't say anything, whether I liked it or not, I was just counting and he said, but you know I'm not like that. There's this view on people who are like that and who aren't like that and if you aren't like that you could do whatever because you still aren't like that. And also another thing that you need to remember when it comes to gender equality is that raising a problem, it often feels like you're the one creating the problem. We had no problem before you came in here, started counting, started pointing, started, etc. Stop creating problems. And then he said, you know what, Lena, we actually had a woman and she was a writer and she was also from Japan so it checked two boxes but she got sick. There's always that excuse and I just quick jump into more of these facts. 76% of all people in news media today are men. 76% of all people in news media all over the world today are men. When it comes to experts, 80% of all people in news media today are men. Yes, that hurts. In Sweden you would say, the world's most gender equal country, which we are not. I think we're in like place four or something. Seven out of ten in the biggest daily. The stories about them, the pictures of them, the quotes of them are men. Aidan White, I'd say to simplify it, he was the head of all the journalists in the world. International Federation of Journalism. When he saw this report, which you can find on whomakesthenews.org, when he saw these numbers, he said, oh my God, we're failing to portray fairly half of the world's population. And I would say no, Aidan, you are failing to portray 100% of the world's population. We do not consist of 76% men. And is this a problem one might say? Is it really a problem that 80% of the experts are men? Of course it is. It's a huge democracy problem. If media today is supposed to show us the world, have people's opinions and views about how the world should be governed, et cetera, those views and opinions need to be ours, not 50% of us. And when it comes to other minorities, like the names you have trouble pronouncing, journalists have a huge problem calling them too, which also affects us when we need to go to the polls and vote for the government next year. We need to know who lives in this country. And the question is why? Why is like this? Aidan, all the journalists, no one wants it like this. I surely don't, you don't, I assume. We want media to portray the world as it is, us as we are. Why then isn't, aren't they doing it? I'd say because of this. The stereotypes, who should be doing what? And the excuses. They're often like, couldn't find any, she was sick, et cetera. We wanted them, but we couldn't find them. And that's exactly what the gala producer told me after the gala when I was opinioning the ass by counting. We couldn't find them. And I said, hey, can I help? Next year before the gala, let me sit with your working group for two weeks or so, totally free. And whenever you find a comedian, a confrancier, a rock band, a theater connoisseur, why no, et cetera, I can find 10 of them who are not male, whose skin perhaps aren't pink like mine. I find you 10 others, totally free. What do you say, what do you say? And he was super, super frustrated. He went away. And he came back after 15 minutes or so with a bottle of champagne. And he said, great, Lina, let's do this. And something happened. By cooperating, perhaps we could help each other. Perhaps we could create something, create change. I drank that bottle of champagne. And I moved on to a nightclub downtown in Stockholm and I asked the nightclub owner, how come I have never seen a woman DJ here? And he said, we had a woman last year in December. Okay. But the program for the next upcoming month, well, you know, we want women, but we can't find them. Okay, I said, with a bottle of champagne in me, and I said, okay, I'll help you. 100 women, DJs. I'll find them for you. Monday morning at 12 o'clock, I'll send you a list of 100 women who are DJs. And he said, yay, great, thank you. Whoo, we high-fived and I went home and I woke up the next morning and I panicked. How was I supposed to solve this? And as I was presented, I've been working with my space. For several years, I've been on to all the social media platforms for ages and I know people can create amazing stuff on the web together. So this is another Instagram moment. I remembered this, one of my favorite pictures. And I was like, hey, we can do this together. What if I organized this champagne information transaction? So I started the Facebook page. I named it Rättvisse för medling, and English would translate into the agency for justice, but also, in Sweden the word is more fun because it's also the word for showing right, showing the way, and also in showing right as in representation. Facebook page. Hi, Rättvisse för medlingen. We'll help you find other than men for your interviews, your panels, your expertise shows, your DJ booths, your history books. And we'll help you find other than women who can talk about fostering kids or taking care of older people and how it is to be a parent. We'll help you find people with another heritage than Swedish to talk about other things than their exotic heritage, perhaps their competence. It's totally free, welcome. And I pushed some kind of publish button and I went to grab a cup of tea and I came back and 200 people had joined. 200 people said, yay, that's fantastic. Whoo, let's go. And I posted the first and now almost 600 searches. I said, let's help all the nightclubs in Sweden find DJs who aren't men because they really want them, but they can't find them. And once at 60 Moon, one of our greatest house DJs, DJ Marimba Rune is fantastic at reggae music. I even posted my own name there. I'd been a DJ for seven years, even winning competitions, so I sort of squeezed my own name in there. Next morning, 10 o'clock, I could send 140 names of DJs who aren't men. You could give this list an applaud. And you're just saying, you're not applauding me now, you're applauding about 5,000 people who by then had gathered this group. And I'm just saying a few things here. These DJs are not better than the ones with the penis. But they're no worse. And by them never ever being this visible as DJs, we're sort of insinuating that they're worse. And this list was a huge help for all the nightclubs in Sweden. Yay, a list of DJs that we can book together with all the others to make the nightlife better. Hey, super cool and free. They do exist and help helps, that's cool. And we've been doing the exact same thing now for three and a half years. We have the Facebook page. We have someone who needs help. We write a search looking for experts in terrorism who aren't men or looking for magicians who aren't men in suits sawing women in bikinis in two halves. Or perhaps we're searching for parents who aren't women to talk about how to dress their kids when it gets cold. And anyone can add names. They can participate, they can add themselves, their mother, their sister, their brother, someone they saw somewhere. And that list is a huge pile of information. Something extremely, extremely valuable to journalists through the one arranging seminars like this, and all of a sudden they can have a seminar like this with not only tech guys on stage, with tech women, tech girls, and all of a sudden it's a conference about tech without you having to measure or count what's in between a person's legs. And another thing that's really cool is when we do these searches, we often say like, who aren't men? Women in media, as you saw underrepresented. But by saying someone who isn't a man or someone isn't a woman, all of these other discrimination grounds are sort of added into it because when you look at the lists, you've got people from all over the world with all the different skin tones, all different backgrounds, all different ways into the subject. We collect all the names onto a website. It was totally free. It's a word page. No, a word press page. And we want them saved there because no one should ever, ever again be able to say that it looks like this because the experts on whatever don't exist. Well, they do. And they're spread about the list. Anyone could add names, send them away, say, hey, funny, you should say in that magazine that your panel looks like this because there aren't any women who's experts on politics in Poland because here's a list of 240. Please use this one next time. We found web experts. We found mathematicians for universities, experts, professors. We found football fans, hardcore film photographers, boxing experts. And the media loves us. They really, really love us. And why is that? Actually, I've been one of the questions in this huge TV show and he did not know the answer at all. But how come they've given us this much space? I mean, it's a Facebook page. My grandma could do that in two seconds. How come they're so interested in what we do? Because it's helping. It's totally free. It's super easy. It's there. It's exactly where people are. And it's also, by being where people are, we can change the way people think. When in the feed, all of a sudden this search goes up, helping a children's TV show find a magician who's not a man. Do you know any? We're sort of questioning the idea that a magician has to be a man. And people get to think, which is like the biggest reason for change in this world, getting people to think. And of course it's working. No one could ever again in Swedish media pretend or say that there weren't any others because of the existing. We've done, as I said, almost 600 searches, not once have we failed to find people. And a network of 45,000 people, now we're up to 50,000, 45,000 people within their closest friend groups on Facebook, we can reach 9 million people. We don't only help media. Here's a list of bored people who have a great competence for sitting on boards. In Sweden, there's been a huge debate. There aren't enough women with bored competence, experienced with sitting on boards. Being on boards, we found 1,000 names for them. People with experience of sitting on boards that are super eager to be there. Here's two of Sweden's most famous DJs promoting that list. And here's our Minister for Gender Equality wearing a bag with our logo. And here's King, the Swedish King. I had to have dinner with him. I had to have dinner with him. I wasn't really eager to do that. The results. 559 searches last week. 9,961 names collected by now. They're totally open and free on the web page. You can add names. You could add your own name. You could add others. You could find their contact details if you want to. We've got 51,193 ambassadors encouraging and helping the ones with power to do a better job. And the most important, there are no more excuses. There are several reasons why people won't take that extra step to change the way it is. We can be scared. We might even think that gender equality and representation is important. But you can no longer say it's because they don't exist. 50,000 people will prove you wrong. And one might think these lists are super cool. Perhaps Media will interview one woman or another man or someone with darker skin every other day. But is it really making a change? I had one of those dips. This is a non-profit project. And anyone working with those things know that every now and then you get really, really tired. And especially working with gender equality issues and trying to make the world a better place. One time, I think it was the same night, I walked into McDonald's and I bought myself a hamburger. 10 Swedish kroner. It was all I had. My mom had to help me with the rent because this was a full-time job only after like two or three weeks. I bought the hamburger and I went out of the door. And one of the people I passed was like, oh, that wasn't really fair, was it? As in saying fair, fair agency, buying hamburgers at this huge American company would somehow not be 100% good. And by trying to do something good, you should be doing everything right. Being good at everything. People asking me if I really take that long shower, what about the water? Those things, you also have to conquer when you want to change something. And I'm not doing it because it's good, I'm doing it because it's right. Because it makes my existence easier. One of those days, I had a hard time and I went home to my brother and here's his two kids, Marlon Elvin, she was seven, he was nine. We were watching a children's show called Folkoteket where kids follow grown-ups to work. And the grown-ups show them how the works work and this day they followed a nurse and a helicopter pilot to work. The nurse was a man called Perolov with a mustache and kind of round. The woman was a helicopter pilot called Elisabeth, found through our network. And when the helicopter pilot Elisabeth turns on the helicopter, Malla, seven years old, jumps up in the couch and says, hey, I'm going to fly. And yes, you can change the world. And by that, I want to stop and answer your questions in a while. Thank you.