UK charity Plan UK, which helps young girls in developing countries, is running an interactive outdoor campaign that contains content only women can view.

The bus shelter ad, which will be trialled in London's Oxford Street for two weeks, uses facial recognition software with an HD camera to determine whether a man or woman is standing in front of the screen (Plan claims the technology is 90% accurate), and shows different content accordingly. Passers-by can opt in to view an ad and find out more about Plan's work, but men are denied the choice to view the full 40 second ad in order to highlight the fact that women and girls across the world are denied choices and opportunities on a daily basis due to poverty and discrimination.