Feminism. It’s a concept that has been with me my whole life. My grandma (dad’s mum) was a feminist, fighting pornography and active in several women’s clubs such as Elisabeth Bremer förbundet. My mum was also a feminist and along with my dad, they raised us in a fairly equal household. Through my mum's work at Konsumentverket, like banning sexist commercials, I knew from a very early age about how sex is used to sell things and how gender norms are established through media.