Minority Report-style charity ad will show different info to men and women
A new, £30,000 street advert is set to hit a bustop along Oxford Street in London this week, packed full of unique facial recognition tech that will be able to tell whether a man or a woman is looking at it.
The electronic display will then show a different message depending on the sex of the person viewing it. Women will be presented with a 40-second message, commissioned by the charity Plan UK as part of its “Because I Am a Girl” campaign, which sets out to give girls in even the world’s most poorest countries a fair chance at education.
Men on the other hand will be only given details of the organisations website, and is designed to illustrate the “basic choices” that females are limited to in poverty-stricken nations around the work.
The advertisement works by measuring facial features such as the distance between eyes, jawline length and cheekbone shape, but will undoubtedly cause a bit of a stir when a man or woman is incorrectly identified as a member of the opposite sex.
“Millions of girls across the globe are being denied the right and choice to have an education. This ad is a deliberate attempt to raise public debate on this issue. Every three seconds a girl is coaxed, coerced or forced into early marriage. Plan’s Because I am a Girl campaign works with women and men, girls and boys, to challenge the discrimination that girls face as a result of their gender. We work to challenge negative stereotypes.” says Plan UK CEO Marie Staunton.
“Although we’re not giving men and boys the choice to see the full add 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.”
A glimpse of things to come in the world of advertising perhaps? What with location-based mobile advertising and the ever-growing prevalence of video-screen advertising, it seems we’re getting closer to a Minority Report future every day.
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Plan Uk’s interactive advert represents the continuation of the digital revolution in advertising, where brands forge closer connections with consumers. This campaign is a prime example of how highly targeted advertising cannot only inspire but also intelligently project a particular statement, in this case declining a man’s “basic choices”. Targeted messaging such as this is becoming increasingly vital in the cluttered marketplace and is part of the future of more useful advertising that seamlessly connects with consumers.
Tim Hipperson, chief executive of G2 Joshua