New ad uses facial recognition software to show video to women only.

The ad that’s being shown is for a campaign that’s working to improve education options for young women in developing countries, whose access is limited simply because they are girls. It’s being run by Plan, a children’s charity that works to improve life in the world’s poorest countries.

A Plan rep explains why they felt it was important to create a sex-specific ad: “We’re not giving men the choice to see the full ad so they get a glimpse of what it’s like to have basic choices taken away.”