A new kind of outdoor advertisement is being tested on Oxford Street in London’s West End. The interactive advertisement uses a high-definition camera to scan pedestrians and identify their gender before showing a specific ad. The built-in system has a 90% accuracy rate in analyzing a person’s facial features and determining if they're male or female.

The £30,000 display is set up by Plan UK, a not-for-profit organization that helps children in third-world countries. Female passersby will be shown the full 40-second video of its ‘Because I’m a Girl’ campaign that promotes sponsoring a girl to receive proper education in a developing country. Males won’t be able to see the full ad and will be directed to Plan UK’s website instead. The purpose of this was to show men “a glimpse of what it’s like to have basic choices taken away.”

The ad campaign will run for two weeks and hopes to raise quarter of a million pounds in donations during the next four months.

This article originally published at PSFK here