Anti-Abuse Ad With a Secret Message

The Spanish organization Aid to Children and Adolescents at Risk Foundation (ANAR), with the help of Grey Spain, created an ad that aimed to provide abused children with a safe way to reach out for help. The ad was designed to empower children, especially since there’s a good chance they’d be out in public with their abuser.

From Gizmodo,

The secret behind the ad’s wizardry is a lenticular top layer, which shows different images at varying angles. So when an adult—or anyone taller than four feet, five inches—looks at it they only see the image of a sad child and the message: “sometimes, child abuse is only visible to the child suffering it.” But when a child looks at the ad, they see bruises on the boy’s face and a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number.

Why I’m Curious

This ad has been making its way around the web all week, and for good reason. Not only is it a very thoughtful and interesting tactic, but with such a powerful message. Journalists and influencers have been questioning when this technology will be used on children in grocery and toy stores, influencing packaging and in-store signage.

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