The UK branch of global children's charity Plan has unveiled a digital interactive advertising campaign at a bus shelter outside Selfridges on Oxford Street, London to highlight the suffering of the world's poorest girls.

Hosted by out-of-home media site owner Clear Channel UK, the 'Because I am a Girl' campaign uses facial recognition technology to determine whether the viewer is a man or a woman, after which women are shown a full 40-second video for the campaign, while men are directed to the Plan website. The difference is meant to show men and boys 'what it's like to have basic choices taken away'.

Plan UK's bus shelter campaign incorporates facial recognition to

raise awareness of discrimination against the world's poorest women and girls

"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," says Plan UK chief executive Marie Staunton. "This ad is a deliberate attempt to raise public debate on this issue."

Clear Channel UK has equipped the bus shelter with similar facial recognition technology Facebook uses to automatically tag people's faces in photos. Additionally, the shelter includes a full-colour touchscreen and speakers for the clip's audio.