Face-Recognizing Billboard Shows Ad to Women Only

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Sporting a Y chromosome? A new high-tech, outdoor billboard being tested in London won’t let you see its advertisement.

Developed by Plan UK, a non-profit organization that helps children in third-world countries, the billboard will promote the group’s “Because I’m a Girl” campaign. The effort is designed to help sponsor girls in developing countries receive a proper education. Men won’t be able to see the full ad, and will be directed to the organization’s website instead, to show men “a glimpse of what it’s like to have basic choices taken away.” The fairer sex, on the other hand, will see a full 40-second video promoting Plan UK’s cause.

(LIST: 8 ‘Misleading’ Ads Banned in the U.K.)

Located in London’s West End, the ad is equipped with a high-definition camera that is used to scan passers-by’s facial features, determining their gender with a 90% success rate. The display, which cost an estimated £30,000 ($47,000), will run for two weeks in an effort to raise £250,000 ($391,700) via donations over the next four months.

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Erica Ho is a contributor at TIME. Find her on Twitter at @ericamho and Google+. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.