Associated Press

WINSTON-SALEM — Women are planning this weekend to protest a  billboard with a message they say is a slam on gender equality, according to media reports.

A billboard on a highway between Winston-Salem and Greensboro reads, “Real men provide. Real women appreciate it.” It’s on Business 40, a heavily traveled commuter stretch and an offshoot of Interstate 40 that runs between the two cities.

Winston-Salem boutique owner Molly Grace said she sees the sign’s message as an attempt to silence women who want to be seen as equals to men.

“It’s absolutely, absolutely insulting to single mothers, to women who have careers whether they are small careers or big careers,” Grace said.

Via social media, Grace is organizing a peaceful protest at the billboard Sunday to speak out against its message.

The message’s origins remain a mystery. The billboard belongs to Whiteheart Outdoor Advertising, and owner Bill Whiteheart says the organization that bought the space does not wish to be identified.

But, Whiteheart told news outlets, an announcement is coming. He did not elaborate. The group has leased the space for 30 days but could have that extended.