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UK Bus Stop Ad Shown Only to Women

Men and women will be given different views of an interactive advert on a London bus stop to highlight the gender discrimination faced by some of the world’s poorest girls, the UK Press Association (UKPA) reports.

The advert, which will be displayed on a bus stop in London’s Oxford Street from Feb. 22, uses facial recognition software to determine whether a man or woman is standing in front of the screen. It guesses right 90% of the time.

Women and girls are shown a longer 40-second version, while men and boys will be blocked from viewing the advert to highlight the plight of girls across the world.

The full advertisement, the BBC reports, will show three 13-year-old girls — from the UK, Mali and Thailand — talking about their lives.

The interactive advertisement, which will be available for two weeks from Wednesday, cost £30,000 and is activated when the viewer opts to see it.

The ad has been created by children’s charity Plan UK as part of its Because I Am A Girl campaign, which wants young women in developing countries to have more choices about their lives.

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

“Plan’s Because I am A Girl campaign works with women and men, girls and boys, to challenge the discrimination that girls face as a result of their sex.

“Although we’re not giving men and boys the choice to see the full ad on this occasion, so we get a glimpse of what it’s like to have basic choices taken away, boys and men play a vital role in helping girls to be all they can be.”