An unprecedented flurry of reverse sexism raised its head in Turkey’s lively Twittersphere last week. “I am a modern woman, so I help my husband with housework,” said a tweet, whilst another declared, “The greatest gift a man can offer his wife is his virginity.” Simply by switching the word “woman” with “man” and “wife” with “husband,” Turkish women — and some men — of all walks of life mocked misogynist or chauvinistic expressions, idioms, maxims and particularly political statements that discriminate against women.

“Thousands of tweets under the hashtag #menshouldknowtheirplace were witty and impactful,” Meltem Agduk, gender programme coordinator at the United Nations Population Fund in Turkey told Al-Monitor. “No wonder that some [conservative or chauvinistic] groups felt threatened by it and tried to counter it with another hashtag — #womenshouldknowtheirplace — or criticize it with media declarations. But these attempts have been futile; even after a week, the online campaign is still going strong.”

The spontaneous campaign started June 3 with a single, punchy tweet, “My husband can work if he wants” — an allusion to an often heard saying by men who try to drive home the point that they “allow” their wives to work. A 2001 legal amendment gave married women in Turkey the right to work without seeking spousal consent. But traditions, mentality and a host of legal and structural obstacles — such as the absence of child care centers and gender pay gap — prevent many women from joining the workforce. Only 34.5% of women in Turkey work, which is nearly half of the European Union average (61.4 %).

Replies to the tweet by Ruq, who now has more than 95,000 followers, poured in, repeating all-too-familiar sentences with the roles reversed: “I would never allow my husband to work, his job is to take care of my kids” and “Since we both work, I lend a hand to my husband while he does the housework. I even load and unload the dishwasher or shop on the weekends. What’s the big deal with housework anyway?”