Swedish feminist group burns 13K in pay gap protest

We apparently missed last week’s barbecue in Sweden: A feminist Swedish group protested the gender pay gap by burning 100,000 kronor ($13,000):

The Feminist Initiative party says the money set ablaze on the Swedish island of Gotland on Tuesday represents the amount of money the country’s women miss out on every minute in comparison to men.
Party leader Gudrun Schyman says “it may seem desperate to burn 100,000 kronor, but the situation is desperate as well.”

I can’t decide whether I think this is bad-ass or just bad activism. I mean, I’m all for making radical statements to get your message across, but couldn’t have that dough gone to, say, women who are affected by the pay gap? But considering the sad fact that doing that wouldn’t have gotten them a story on AP (and would they have gotten the money donated from the advertising agency otherwise?) is something worth noting as well.
Pic via AP/Janerik Henriksson.