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.

Print Friendly, PDF & Email

John Kelly
About John Kelly 1078 Articles
John Kelly is editor-in-chief of The Chronicle of Social Change.