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Brief Published: 12 Mar 2012

Interactive Advertising

Extra

A new advertisement set up at a busy bus stop on London’s Oxford Street utilises facial recognition technology to raise awareness of worldwide gender discrimination issues – but only to women.

The video campaign, by the charity Plan UK, uses a camera that measures facial features to determine the gender of the person standing before the ad.  The ad will only play for women, and highlights the struggles faced by women and girls living in developing nations. Those whom the camera detects as male (it is accurate 90% of the time), are directed to the charity’s campaign website instead.

Although it might feel alienating to some, the campaign shows how advertisers can use new and interactive technologies to convey messages to their consumers in more interesting ways.

Plan UK

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