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.