A shocking 1 in 3 girls in the developing world are not in school and 1 in 7 girls are being coaxed coerced and forced into marriage before they're 15.
So, how does an ad at a bus stop go about deciding if it is man or a woman that stands before it? Well, this bus stop does so by measuring these facial features: the distance between the eyes, the width of the nose, the length of jaw line and the shape of the cheekbone, and it is right 90% of the time.
Then, calculation made, if you are a man you're invited to go to the charity's website: choicesforgirls.org and no video is played; the aim being to give men a glimpse of what it is like to have choices denied to you, based simply on your gender. And if the advertisement 'detects' a woman, a 40 second video featuring three 13-year-old girls - from the UK, Mali and Thailand talking about their lives is shown.
So, ladies and gentlemen, you've got two weeks to get down to the bus stop and test this out, and whatever the computer's findings, hopefully the end result will be the same for all - with girls and women and men and boys encouraged to help girls around the world to get the same choices in life that we in the UK take for granted.