Video Billboard in UK Specifically Targets Women
February 24, 2012 10:44 AM
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Billboard knows what sex you are
Generally speaking, most people find billboards to be boring. However, a new high-tech billboard has surfaced in the UK that has advertising aimed specifically at women. The interesting part is the billboard can recognize if a male or female is trying to view the ad it shows and provides each sex different content. The smallish billboard was on display at a bus stop in London this week and it is sure to have generated some attention.
The small billboard has an HD camera inside that looks at people in front of it and determines male-female characteristics. Women who view the ad are greeted with a full message offered by a company called Plan-UK.org. The ad running is titled "Because I am a Girl" is attempting to support girls in developing countries in an attempt to provide them more choices of what to do with their lives.
The message states that roughly 75 million girls around the world are denied an education each year, and 10 million girls were forced into marriage under the age of 18. The ad hopes to raise awareness and get women to support the cause to change things around the world for girls.
Ladies who view the ad are greeted with a full video. However, men and boys that look at the billboard are offered a much shorter version and pushed to the website to learn more.
“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. We work to challenge negative stereotypes,” says Plan UK CEO Marie Staunton.
It seems the point is for the man to get some sort of feeling of what it's like to be a woman and discriminated against. According to
, the billboard is estimated to cost $47,000. The campaign using the billboard hopes to raise about $391,000 in donations over the next four months.
“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. Men and boys are also invited to join ‘the Plan’ to give girls choices. We look forward to hearing the public’s thoughts at #choicesforgirls.” adds Ms Staunton.
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2/24/2012 6:45:07 PM
I have 2 problems with this ad really. The first that it's in the wrong country, the second it's the wrong way around.
Of those 75 million that don't recieve education, and those 10 million that are forced to marry before the age of 18, how many exist in the UK? Or in europe in general?
I'm not gonna say that female emancipation is complete but it's damn far in europe, especially northern europe.
I'd think the campaign would be way more effective if they played the ad in full for men in those countries where it's actually a problem, to raise awareness. Women don't need the full ad - they already know.
But i have a feeling it wouldn't even take a week before a man destroys that screen. Proving exactly why women are discriminated against in those countries and not men. Somehow i doubt more money is going to change that.
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