Spanish Ad Campaign the Future of Child Abuse Messaging?

The ANAR Foundation, a Madrid, Spain-based organization dedicated to helping at=risk youth and adolescents, has developed a set of outdoor advertisements that actually communicate entirely different messages to adults and children.

The ads use what is called a lenticular layer to reflect varying images based on the height of the person viewing the advertisement. Adults will see the picture of a somber child with what amounts to a warning: “Sometimes, child abuse is only visible to the child suffering it.”

But viewed from the height of an average child, the ad displays the photo of a child with bruises on his face. From this angle, a different message appears: “If somebody hurts you, phone us and we’ll help you.”

The ANAR Foundation oversees an abuse hotline, and the phone number for the hotline appears next to that message.

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