Bobby Moore Fund uses gender recognition ads to target men at risk of bowel cancer as part of new campaign

The Bobby Moore Fund and Cancer Research UK have launched a new outdoor advertising campaign which has been able to specifically target men at risk of bowel cancer using digital face recognition technology.

The campaign has run on Ocean Outdoor’s digital screen at Westfield London using ‘Look Out’ camera technology which monitors the gender of people passing in front of the digital advertising billboard. When the majority of the audience is male, the Make Bobby Proud advert is played.

Tim Bleakley, CEO, Ocean Outdoor commented on the campaign: “Bowel cancer affects the lives of millions of people either directly or indirectly. Our latest technology can help to raise awareness to those who are at risk but are the most likely to ignore the early signs of the disease - men.”

The Make Bobby Proud campaign was booked through out of home agency Talon Outdoor.

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