An electronic hoarding which utilises facial recognition technology to distinguish women from men is to be launched this Wednesday.
Located at a bus stop on London’s Oxford Street the £30k display will dynamically alter its message depending on the gender of the passer by.
Women will be treated to a 40 sec plug for children’s charity Plan UK which is promoting its “Because I’m a Girl” campaign to ensure girls in the developing world receive an education.
Men on the other hand will be directed to the organisations website in an attempt to show them what it means to be stripped of “basic choices”.
Clear Channel UK achieved the technical wizardry by way of a camera which calculates the probability of the gender it is looking at by measuring key facial features such as the distance between the eyes, nose width and cheekbone shape.
Plan UK chief executive Marie Staunton said: "We're not giving men and boys the choice to see the full ad on this occasion - so they get a glimpse of what it's like to have basic choices taken away."