Vienna gives a gender change to its signs

Christian Science Monitor 14 Mar 07
Vienna, city of the waltz, is leading Europe in a campaign to make the sexes dance to a different tune. By the end of the year, all city buildings will have signs featuring men changing diapers and women riding elevators. At the same time the public transport system will begin replacing old, tattered stickers for reserved seating with updated ones featuring men with babies, elderly women and disabled women.
It’s known as gender mainstreaming and, according to a spokeswoman, the effect of the new images is meant to be “jarring in the best sense of the word”. But not everyone has been pleasantly surprised. While there have been hundreds of supportive messages since the “Vienna Sees It Differently” campaign was unveiled in December, there have also been at least 3000 complaints — 80 per cent of them from men.