This was an ad designed to bring attention to child abuse. The genius of this poster is in how it was tailored to simultaneously communicate to potential victims and abusers. On the one hand, it attempts to inform adults as to the seriousness of the issue. On the other, it includes a hidden message to children: who they could contact if they find themselves a victim of abuse.
Aid to Children and Adolescents at Risk (ANAR) and ad agency Grey Group Spain launched this campaign on the streets of Spain in 2013. The technology used was that of lenticular printing, which changes an image based on the angle from which it is being viewed. This method of printing is also used in 3D presentations, and is one we plan to use in future projects.
We do have a few issues with this particular campaign. First would be ad placement. We feel the campaign could have had an even more profound impact if it were included in malls, amusement parks, and other high traffic areas for children. Additionally, this is seemingly an issue that would rely heavily on preventive measures to achieve a lower incidence rate. Child abuse normally happens in private areas such as one’s home, and in order to decrease the occurrence of abuse a stern warning needs to be issued to would-be perpetrators. This campaign failed to do that.
Overall, this was an awesome idea that fell a little short. It merits attention because it offers a unique way of delivering a message to an intended audience comprised of more than one demographic.