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Why This Copywriter Said a Bitter Farewell to Facebook With a Topless Photo (NSFW) Eva Råberg slams 'double standard' on banned content

Eva Råberg broke up with Facebook on Thursday in what might be the most visible way possible—by baring her breasts.

In a post that included an image of herself topless and aiming middle fingers at the camera, Råberg called out the social network for what she sees as "double standards" regarding what sort of content is and is not appropriate for public dissemination.

This is Facebook's translated text of her goodbye post:



Råberg is a copywriter and longtime employee of Forsman & Bodenfors, the Swedish agency best known Volvo Trucks' viral "Epic Split" campaign. While she began her post with a joke about how "it is ok to put out a hairy ball but not a female nipple," she tells AdFreak that her point was to address a much more serious matter in her native Sweden—the flood of refugees from Syria and discussions about them on social media.

Råberg writes: "People are literally running for their lives from Syria and many of them end up in Sweden. And there are people that don't like this. They dislike it so much that refugee camps have been set on fire recently. Now someone has started Facebook groups that are listing addresses to these camps, and it doesn't take a fool to realize that it's done to encourage more fires. "

She tells AdFreak: "Many have reported the pages to Facebook, but each report gets the same answer—that the page doesn't violate any rules. So they can continue with their racist propaganda."

This is one of the groups in question, whose name roughly translates to "Refugee Facilities in Gothenberg." In its "About" section, the group writes, "This page is designed to be able to map all refugee facilities and HVB homes (for unaccompanied children) in Gothenburg."

In an earlier post, Råberg referenced the group, which has attracted enough media attention to feel the need to defend itself against charges of racism by writing that "we are nationalists and nothing else." It has also attempted to dispel any perception that it is tied to the Sweden Democrats, a right-wing anti-immigration party that is now "Sweden's most popular political party," according to summer opinion polls.

Råberg believes that if Facebook will allow such groups to (allegedly) encourage violence against refugees, she should be able to post an image of her breasts.

"It's no secret that Facebook is rigid when it comes to other things. Nudity, for example," she tells AdFreak. "And that's fine, even though I personally think it's stupid. So I decided to make a statement by publishing a picture of myself topless with a text on the whole issue."

A few hours after she put the image online, Facebook deleted it—thereby proving her point. "On Facebook it's fine to encourage racism, xenophobia and even physical attacks. But you can't show a female nipple," she says.

Amusingly, many of Råberg's male friends made light of the situation by posting images of themselves in their topless glory as well.

See Råberg's topless photo below—NSFW, obviously.

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AdFreak is a daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd.

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