News

DOOH, touchscreens used to show plight of poor

February 22, 2012

Plan UK is hoping its latest campaign using digital signage and touchscreens will help highlight the plight of the world's poorest girls, according to a story on marketingvox.com. The company is using a mix of DOOH technology and the latest in facial recognition apps at a bus stop on Oxford Street.

The system uses facial recognition software with an HD camera to determine whether a man or woman is standing in front of the screen and displays content based on the gender. Men and boys do not get to see the full content in order to highlight how women and girls in many nations are denied choices and opportunities.

Female viewers watch how Plan works in countries; the campaign focuses on three girls from different countries. Their voices intercut with everyday footage of their lives.

The ad will run for two weeks. PSFK claims that the system has a 90 percent accuracy rate in analyzing gender.

Read more about touchscreens.