An interactive hoarding at a London bus stop aims to show a 40-second advertisement only to women and girls.
The screen showing the short video campaign, by children's charity Plan UK, is located at a bus stop opposite Selfridges on Oxford Street.
A camera will measure facial features of the person standing at the screen to decide whether it is a man or a woman. It guesses right 90% of the time.
If it is a male, the screen will direct him to the charity's campaign website.
The advertisement highlights the issue of women and girls in developing countries, who face poverty and discrimination, not getting the choice to decide how they want to lead their lives.
Males will not get to see the advertisement in order to make them aware about gender discrimination, the charity said.
Facial recognition technology
The full advertisement 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 camera will measure facial features of the viewer - the distance between the eyes, width of the nose, length of jaw line and shape of cheekbone - to estimate the gender.
None of the data gathered is stored, the charity said.
Plan UK said it hoped to raise £250,000 over four months to provide access to education for girls from poor families.
Marie Staunton, chief executive of Plan UK, said: "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 gender."
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This advertisement about woman’s gender is one of the great starting move toward women’s equality with men. Well nowadays, the equality between men and women is already not as bad as it used to be. But, it is still there. There are still a lot of sexual harassments, and other bad actions toward women that shows men and women’s non - equality. This shows that London care about this problem about gender equality and want citizens to contribute to this problem of non - quality. This also show that the people behind this non - equality problem is advanced people that is already advanced in technology. We can see that the technology is advanced through this gender recognition on how the advertisement will show. In my opinion, this technology also is an additional attraction for the advertisement, and will make more people want to watch it. It is proven that something different will always make an additional attraction for something.
ReplyDeleteIt is always a shame of the people when sexing chances because of unambiguous and outdated values. I appreciate the children’s charity Plan UK to educate women that there is an enormous number of people living under the pressure of living their lives by being unable to choose adjacently. The principal proponent of changing such phenomena is through education, commenced by awareness. I always believe in developing communities is through education and actions, it will eradicate obtuse traditional phantasm of sex roles. Women should be appreciated and valued the way they deserve; sex is not the answer of objection. The emancipation of women may not be neglected to fulfil a conservative point of view, hence discrediting a gender. The only acceptable condition of differentiating sexes is for biological and psychological-related matters; health and studies, and also for government and statistical issues to constitute friendly policies. I believe in empowering women will result in catalysing positive changes in economics, politics, and social constructs for the better run in the future.
ReplyDeleteThe advertisement described above offers a very interesting way to bring awareness about gender discrimination. Truthfully, there has been many advertisement to remind the world that there are still many women and girls in developing countries, who face poverty and discrimination, not getting the choice to decide how they want to lead their lives. However, some may not be as interactive as the one given in the article above. The idea to use face detector, which only allows female to watch the advertisement, quip the fact that women still not get the fair treatment by giving an unfair treatment for men who would like to watch the advertisement. In one hand, this is a very unique reminder. On the other hand, this closes the opportunity to also rise awareness among the men. However, the message brought by the advertisement is still very significant that people would also still be very touched. Hopefully, people would actually do something that is as significant as the issue.
ReplyDeleteI think that this advert is a great way to create awareness about this issue. Unfortunately, all around the world inequalities between men and women exist and, in many countries, girls have less access to education than boys. This is a creative and innovative way to alert the general public to this problem and to give them the possibility to change something about it.
ReplyDeleteThis ad made me think of another campaign which has been made in Spain about child abuse. Thanks to an optical illusion relying on the size of the spectator, the adults couldn’t see the same thing as children could when looking at the ad. When adults were only able to see the picture of a child and the message “sometimes child abuse is only visible by children suffering of it”, children could see the same children but badly hurt and one more message saying “if someone hurts you, call us and we will help you” next to the number of the association in charge of the campaign.
I’m actually amazed whenever I see movements or advertisements that promote women rights because as a guy, I do not oppose equality and I wouldn’t limit my future wife’s choices when it comes down to what she wants to do for her own career or life. This advertisement is actually very interesting and very high tech that it has a probability of 0.9 for correct scans of faces to determine genders based on the face structure of the person standing in front of the screen. However, I do sometimes wonder that what I dislike about these movements are from the radical feminists where they just see almost everything about men are bad and must be avoided. I mean more men are in prison, more guys at school receive discrimination from being more stupid by teachers, and more men are on the streets homeless so it’s a bit unfair if women are said to be the only ones often being discriminated in the 21st century. Still like that tech though.
ReplyDeleteI would say that it is a clever tactic to raise awareness of gender equality. Yet, when you think that it is placed in London when gender equality is no longer a massive issue it would be such a waste of resource; when it is implemented in other places which still faced such problem it would be a great way of ending the issue. Although, I would say there is a very interesting perk for this new technology. Men tend to get overwhelmed with ads when accompanying their wives or lady friends on a shopping spree, and having advertisement which only appear to females would be such a perk; although, the wait would still be quite a pain, but at the very least no annoyance from the already countless numbers of billboards and screened ads. And if this also work the other way around it would be a good idea too, so people only get the advertisement they actually want.
ReplyDeleteFacial recognition has been developed for many years. I think it become popular when it was first used as a more advance security method in companies but now it has spread to as small as our smartphone. This article discuss about an advert in London’s Oxford Street that are only shown to women who looks at it. This advert is developed to gain movement about gender equality. But in my opinion this kind of idea is not really effective, why? I think it’s because without any explanation of why did they put the advert on the first place people will not get the idea they are trying to say because I think those people would just think it as a normal advertisement that show different adverts depending on the person who looks at it. On the other hand I think the idea of using facial recognition on an advert is a clever idea to differentiate each gender taste and what they want to see and overall I think they should improve on how they want to express their idea on the advert and maybe other companies should implement these kind of advertisements in the future.
ReplyDeleteI think the way this advertisement want to tell its purpose is a really great idea. “The advertisement highlights the issue of women and girls in developing countries, who face poverty and discrimination, not getting the choice to decide how they want to lead their lives” this sentence says a lot about how women and girls has been discriminated since a long time ago. Gender discrimination has gone on since centuries ago and I think it is now time to stop it. I like how the advertiser wants to make men and boys feel aware about gender discrimination by not showing them the advertisement and directing them to the website, but how about trans people? The camera only measures the proportion of our face, so how about trans women and trans girls that want to see the advertisement? Even though this advertisement idea is really clever, I don’t think it’s fair for trans women and girls who want to see the ad.
ReplyDelete