Macmillan uses digital face recognition technology in fundraising campaign
A new outdoor fundraising campaign has been launched by Macmillan Cancer Support which uses digital face recognition technology to show different adverts to men and women.
The campaign features at Westfield London, using ‘Look Out’ camera technology. The screen measures the ratio of men to women and if the audience. If the audience is 60% male the screen shows the dialogue “No Dad should face Cancer alone” and if it is more female “No Mum should face Cancer alone.”
Marketing director of Ocean Outdoor, Richard Malton, said: “Given that one in three of us will get cancer at some point in our lives, we are delighted that our technology can be used to enhance the relevance of this important campaign, transforming how people interact with Macmillan.”
Alison Sanders, head of brand at Macmillan Cancer Support, said: “Using Ocean’s new outdoor technology is a media first for Macmillan and allows us to really personalise our messages to help raise vital funds so that no one faces cancer alone.”