Spanish foundation, Aid to Children and Adolescents at Risk (ANAR) has joined forces with the Grey Group Spain ad agency, to create an innovative campaign that delivers a hidden message to children suffering from abuse.
Spanish foundation, Aid to Children and Adolescents at Risk (ANAR), has joined forces with ad agency, the Grey Group Spain, to produce an innovative campaign aimed at the prevention of child abuse.
The savvy ad, which is up on the streets of Spain displays two messages, one that is only visible to children and the other to adults.
Using a special kind of printing called lenticular printing - which is also used for 3D displays - the images of the ad are based on the angle that they are viewed from.
To adults, the ad will appear with an image of a normal, though seemingly sad young boy with a simple but powerful message, "Sometimes child abuse is only visible to the child suffering it."
To children however, or those who are below 4 feet 5 inches in height, they will be able to see an image of a child who has been beaten and bruised. The message is a lot more direct and provides heartfelt instructions, "If somebody hurts you, phone us and we'll help you," along with the foundation's phone number.
While reaction to the ad has been mostly positive, there are some critics who are questioning its overall effectiveness.
“The ad is meant to empower small children who are being abused but will they know that they are getting a different message from the adult? Will they assume their abuser can also see the message and therefore be too scared to reach out?” says a spokesperson from a New York ad agency.
Grey Group Spain has released a YouTube video explaining the ad, which has received over 3 million views. Some commenters wonder whether this may also negatively impact the effectiveness of the ad.
"It's a fantastic use of technology but by putting the video out for everyone to see, the secret is out to everyone. If an abuser knows about the ad, they could potentially avoid walking passed it so the child has no engagement with it and can't reach out for help ,” says the spokesperson.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.