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FCB Inferno has created a new way to play cards where the queen outranks the king, in a campaign to get gender equality conversations on the table for International Women's Day.

With support from Unibet, the campaign will launch with live events and tournaments of Queen Rules poker on 8 March in locations including London, Stockholm and Malta. The project began when a five-year-old girl questioned why the king ranks higher than queen in a deck of cards. All proceeds from the events and merchandise, which will include the cards, art prints and T-shirts, will be donated to HeForShe, a solidarity campaign for the advancement of women initiated by UN Women.