Bus stop charity ad campaign is gender-specific

13 : 03 : 2012 Facial Recognition : Gender : Outdoor

London – Outdoor advertising agency Clear Channel and Curb Media have created a bus stop advertisement for charity Plan UK that shows different content to men and women.

Because I am a Girl campaign by Clear Channel and Curb Media, London Because I am a Girl campaign by Clear Channel and Curb Media, London
Because I am a Girl campaign by Clear Channel and Curb Media, London Because I am a Girl campaign by Clear Channel and Curb Media, London
Because I am a Girl campaign by Clear Channel and Curb Media, London Because I am a Girl campaign by Clear Channel and Curb Media, London

The advert is part of the charity’s Because I am a Girl campaign, which highlights gender inequalities in developing countries. The screen uses an HD camera and facial recognition software to determine whether a man or woman is standing in front of it. It then shows the full ad to women, while men are shown statistics on female exclusion.

‘Brands can encourage consumers to view, browse, create, share and download HD content, connect to social media, interact via the touchscreen or gesture and even star in the ads using augmented reality,’ says Neil Chapman, group head of create at Clear Channel.

This is a great example of reactive advertising. For more on how advertising media will become more personalised, read our Future Media Landscapes macrotrend.

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