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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.

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.

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