Plan UK developed the campaign and advertisement, Because I am a Girl, to educate people on the life of impoverished girls and how they can help these young women. This unique video is displayed at a bus stop on Oxford Street and contains facial recognition software to identify what gender the audience is. If a woman is detected, they are given the choice to view this 40-second ad, but if a man is detected he does not have that same right and cannot access the full video. This is just a small, subtle demonstration of how women of poverty have their rights and every-day decisions taken away from them, not a ploy to turn men away from the entire Because I am a Girl campaign. PlanUK is hopeful that they can reach out and help four million girls through this scheme.