Plan UK trials interactive advert

Fundraising | Kirsty Weakley | 21 Feb 2012

Plan UK will tomorrow begin a two-week trial of an interactive advert that will play only to women as part of its Because I am a Girl campaign.

Developed by Clear Channel, 3D Exposure and Curb Media at a cost of £30,000, it is the first advert of its kind and will be located at a bus stop on Oxford Street.

The advert uses an HD camera with facial recognition software to determine if the person standing in front of it is a man or woman and is about 90 per cent accurate. Women can then use the touch screen to play the 40-second advert showcasing three 13-year-old girls describing their ambitions.

Plan chose to block men from viewing the advert to highlight the fact that women around the world are denied choices. The charity has pledged to help four million girls through the global campaign.

Chief executive Marie Staunton said: “Millions of girls across the globe are being denied the right to have an education. This ad is a deliberate attempt to raise public debate on this issue.”

To do this it needs to raise £420m globally, £40m from the UK by 2016.

Digital rights campaign organisation the Open Rights Group has described the advert as “creepy”.

Fundraising editor Celina Ribeiro says the advert "deserves a slow clap, asymmetrical smile and prolonged rise to a standing ovation for a campaign that could be a total fizzer". Read her blog to learn more.

Directory: Plan UK

Comments

[Cancel] | Reply to:

Name *

Email *

Organisation

Job Title

Comments *

Verification *

* Please read our Community Standards

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

Robust but respectful debate
Strongly held opinions
Intelligent relevant discussion
The sharing of relevant experiences
New participants

We will not publish:

Rude, threatening, offensive, obscene or abusive language, or links to such material
Links to commercial organisations or spam postings. The comments board is not an advertising platform
The posting of contact details for yourself or others
Comments intended for malicious purpose or mindless abuse
Comments purporting to be from another person or organisation under false pretences
Gratuitous criticism, commentary or self-promotion
Any material which breaches copyright or privacy laws, or could be considered libellous
The use of the comments board for the pursuit or extension of personal disputes

Be aware:

Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
Comments left by others may not be accurate, do not rely on them as fact
You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

Enjoy the opportunity to express your opinion and respect the right of others to express theirs
Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.