Facial recognition software is not particularly new but the way that a new billboard is using that technology seems to be something straight out of the Science Fiction movie “Minority Report.”

This new kind of billboard advertising uses a camera that is able to scan people who are walking by and determine whether they are a male or female. This determination is done by using a special kind of facial recognition software that is more about picking out the features of a woman versus a man, rather than trying to identify a single person.

The high definition camera is state of the art and reportedly has a 90 percent accuracy rate. Once the advertisement identifies the gender of the person walking by, it changes the advertisement so that it is geared to male or females.

The advertisement is set up by Plan UK, a not for profit organization that helps children in various third world countries. When women walk by the signage, they will be shown a full 40-second video of the “Because I’m a Girl” campaign. This ad campaign is geared towards sponsoring a girl to get proper education in a developing nation.

Those identified as men will not view the full ad but will be directed to the Plan UK website instead. The campaign was apparently set up in order to show men what it can be like to “have choices taken away.” Of course, the choice of whether to be scanned by facial recognition technology has been taken away from everyone who walks by the ad.

This kind of technology can be rather controversial. Google Glass recently came under fire by those who were afraid that facial recognition software would give wearers an unfair advantage and allow them to invade other people’s privacy. This kind of facial technology does not record identities per say, but some civil libertarians could still have a problem with the way the ad is set up.

Plan UK says the advertisement will run for two weeks and the organization hopes to raise as much as $250,000 in donations in that time.