Published February 26 2012
Hot Topics: Face-recognizing billboard shows ad to women only
Developed by Plan UK, a nonprofit organization that helps children in Third World countries, the billboard will promote the group’s “Because I’m a Girl” campaign. The effort is designed to help sponsor girls in developing countries so they can receive a proper education.
Men won’t be able to see the full ad, and will be directed to the organization’s website instead, to show men “a glimpse of what it’s like to have basic choices taken away.” The fairer sex, on the other hand, will see a full 40-second video promoting Plan UK’s cause.
Located in London’s West End, the ad is equipped with a high-definition camera that is used to scan the facial features of passers-by, determining their gender with a 90 percent success rate. The display, which cost an estimated $47,000, will run for two weeks in an effort to raise $391,700 via donations over the next four months.
What SheSays: We’d like to hear what you think about a marketing plan that excludes men to show them what it’s like to be left out of “basic choices.”
Email SheSays@forum comm.com.