Plan UK takes gender-based interactive digital advertising to a new level

Plan UK, non-profit association that helps children in the poorest countries, has launched an original interactive outdoor campaign at bus stops that can only be seen by women. For this, A digital billboard equipped with an HD camera with facial recognition technology has been placed on Oxford Street in London that is capable of identifying whether the passer-by is a man or a woman.

As part of Plan UK's actions that seek to provide the world's children with a better quality of life, the NGO has launched the campaign Because I am a Girl-'Because I'm a girl'- which aims to highlight the plight of the world's poorest girls. With this campaign, Plan UK aims to raise awareness in society of the potential of girls to build a decent future through education.

Part of the campaign consisted of an original interactive marketing action at the Oxford Street bus stop in London. A digital fence equipped with an HD camera with facial recognition technology has been put up, able to identify whether the passer-by is a man or a woman.

When the person is a man, only the email address of the foundation is shown, with the intention of showing men how difficult it is for women to face gender discrimination. When recognizing a female person, one of the 3 spots of 40 seconds with a testimony from a girl from 13 years in poverty, and the viewer is invited to collaborate with the organization.

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