Companies are on a quest to find more and more innovative ways to advertise their products. Not only advertise them, but even create some intrigue and become viral. And it is very positive, when you see non-profit organizations following the same rules and applying these techniques for more “noble” purposes.
Plan UK is a non-profit organization that helps children in third-world countries. A few weeks ago, Plan UK initiated the “Because I am a Girl” campaign, introducing a ground-breaking interactive ad on a bus stop in Oxford Street (London). The interactive billboard advertisement uses a facial recognition software with a high-definition camera to scan pedestrians and identify whether a man or woman is standing in front of the screen. Accordingly, it shows different content. Females will be shown the full 40-second video of the “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 aim is 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.
Consumer Value Creation 