{"id":163642,"date":"2012-02-22T16:43:28","date_gmt":"2012-02-22T12:43:28","guid":{"rendered":"http:\/\/www.epress.am\/?p=163642"},"modified":"2012-02-22T16:43:28","modified_gmt":"2012-02-22T12:43:28","slug":"uk-bus-stop-ad-shown-only-to-women","status":"publish","type":"post","link":"https:\/\/epress.am\/en\/2012\/02\/22\/uk-bus-stop-ad-shown-only-to-women.html","title":{"rendered":"UK Bus Stop Ad Shown Only to Women"},"content":{"rendered":"

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<\/span><\/a><\/strong><\/span>) reports.<\/p>\n

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.<\/p>\n

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.<\/p>\n

The full advertisement, the BBC<\/span><\/a><\/strong><\/span> reports, will show three 13-year-old girls \u2014 from the UK, Mali and Thailand \u2014 talking about their lives.<\/p>\n

The interactive advertisement, which will be available for two weeks from Wednesday, cost \u00a330,000 and is activated when the viewer opts to see it.<\/p>\n

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.<\/p>\n

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.<\/p>\n

“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.<\/p>\n

“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.”<\/p>\n","protected":false},"excerpt":{"rendered":"

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