Story highlights A protest for this weekend was organized on Facebook

The owner of the billboard says he's just the messenger

(CNN) It's just seven words long, but that's enough to start a firestorm: "Real men provide. Real women appreciate it."

A billboard containing those words sits along an interstate in North Carolina, and it's inflaming passions.

A group of those who don't like the billboard's message plan to hold a protest this weekend.

Molly Grace says she's never organized a protest before, but she's putting one together now after seeing the billboard earlier this week.

Grace, who owns a clothing and lifestyle store in Winston-Salem, says the point of the protest isn't to bring the billboard down (although she wouldn't be sad to see it go) but to rail against the message behind it.

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