Plan UK: Because I am a girl


To highlight issues faced by women and girls in developing countries Plan UK unveiled an interactive hoarding at a London bus stop that only reveals its content to women.


A camera measures the facial features of the person standing in front of the screen and analyses whether it is a man or a woman. A 40 second advert is then run if the person is deemed to be female. Although the campaign is not aimed solely at women, the point of the board is to make people more aware of gender discrimination by making them experience it. We’ve also teamed up with Plan UK this year to deliver a year-long programme of consumer-facing events, aimed at boosting sponsorship and awareness of the work the charity does. You can read more about the campaign here.

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With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.