Plan UK’s campaign, which highlights the plight of the world’s poorest girls, launches a groundbreaking interactive ad on a bus stop in Oxford Street, London on February 22. The display, which cost an estimated £30,000 ($47,000), will run for two weeks in an effort to raise £250,000 ($391,700) via donations over the next four months.
The advert uses facial recognition software with an HD camera to determine whether a man or woman is standing in front of the screen, and shows different content accordingly.
After scanning people's faces, it can detect their gender with an apparent 90 percent success rate. Passing shoppers can opt-in to view the ad and find out more about Plan’s work to help some of the world’s poorest girls. Men and boys are denied the choice to view the full content in order to highlight the fact that women and girls across the world are denied choices and opportunities due to poverty and discrimination.
Plan’s "Because I am a Girl" campaign aims to support four million girls in developing countries to have more choices about what they do with their life.
According to Plan, 75 million girls around the world are being denied the right to an education; every year 10 million girls in developing countries are coerced or forced into marriage under the age of 18, with thousands of girls each year giving birth when they are still children themselves.
A 40-second Choices for Girls advert showcases three 13 year old girls: Jasmine from the UK, Bintou from Mali and Sur from Thailand. The girl’s voices are intercut with everyday footage of their lives, revealing the three teens’ hopes and dreams and highlighting the choices that many girls are denied in developing countries.
The technology behind the advert is a UK first in interactive advertising, amalgamating facial recognition, touch screen and sound.
“Although we’re not giving men and boys the choice to see the full ad on this occasion – so we get a glimpse of what it’s like to have basic choices taken away – boys and men play a vital role in helping girls to be all they can be. Men and boys are also invited to join ‘the Plan’ to give girls choices. We look forward to hearing the public’s thoughts at #choicesforgirls.” adds Ms Staunton.
The gender facial recognition advert will be trialled at an Oxford Street bus stop opposite Selfridges for a two-week period.
links: http://www.plan-uk.org/choices-for-girls/; http://www.plan-uk.org/;
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