PetaPixel

Anti-Abuse Ad Uses Lenticular Printing to Show Alternate Photo to Kids

Last week we shared some photos from an awareness campaign by the Mexican organization Save the Children, which showed the “cycle of abuse” through powerful, hard-to-stomach photos of children growing into future abusers. The ads were meant to illustrate the statistic that 70 percent of abused children turn into abusing adults.

Spanish organization the ANAR Foundation (Aid to Children and Adolescents at Risk) recently released a campaign that makes similarly powerful use of photography, only they’re taking advantage of the process of lenticular printing to send an offer of help to abused children without alerting their abusers, even if they’re walking together.

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Lenticular printing is a process that allows for different photos to be seen depending on the angle the image is viewed from.

Using the process, ANAR produced an outdoor poster that, when viewed from a normal adult height, reads “sometimes, child abuse is only visible to the child suffering it.” But when the poster is viewed from the average height of a 10-year-old, the boy in the picture becomes bruised and the message “if somebody hurts you, phone us and we’ll help you” appears, alongside the foundation’s help line number.

Anyone over 4’5″ sees the poster minus the bruises, number and offer for help:

abusead4

But when children see the ad, the hotline number and offer to help become visible:

abusead3

Adults get an awareness message, children get an offer for help. To see the outdoor ad in action, check out the video at the top.

(via DIY Photography)


 
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  • http://www.bobcooleyphoto.com/ bob cooley

    Kindly watch the ad hominem attacks, they have no place in mature discourse.

    You do understand that the film “No” is historical fiction, based on a stage-play? Even the writers and director acknowledge that they took great liberties with the real story, and classified it himself as Art, not documentary.

    To say an ad campaign alone led to the defeat of Pinochet is either disingenuous or naive. It was a whole host of sociopolitical conditions, including long-standing disapproval of Pinochet, grass roots activism (which did include advertising, but so much more), and ultimately the loss of support from the military that led to the change of regime.

    I’m not sure if you’ve ever been involved with a not-for-profit, but it you have, you would know how important ‘bottom-line’ thinking is. Most not-for-profits run on VERY tight margins, so getting the most affect for the dollar is very important.

    If you are able to help X number of children with Y dollars, that’s a good thing, but if you are able to help X(x5) with that same number of dollars, its a much better thing.

    Far from being ‘dinosaur thinking’, its how not-for-profits and social programs help the most amount of people…

  • taskmaster

    great tell everybody what you did and make it worthless. Pity you couldn’t restrain the urge to boast about how clever you are.

  • http://profiles.google.com/hays.mhays Michele Hays

    This poster is asking children to be vulnerable with a phone and a sign. I would agree 100% that what abused children need is an adult they can talk to.

    You’re making an awful lot of assumptions with that statement that are incredibly false.

  • http://profiles.google.com/hays.mhays Michele Hays

    Lots of evidence that advertising to kids does lots of harm. See Denmark for a model of what happens when research and controls are in place.

    I applaud the intent here, but we aren’t talking about a situation where guesswork and wishful thinking are appropriate. We are talking about children whose lives are potentially in danger.

    Whoever came up with this had darn well better be sure the ads do more good than harm, and they better be able to prove it.

  • http://twilightirruption.blogspot.com/ abbeysbooks

    If an abused child had an adult they could talk to they wouldn’t be abused, would they?

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  • Michael Safrin

    Why can’t an adult crouch down to the height of the child and read the same message targeted to the child?

  • Samuel

    If that was the case then no charity would ever advertise, I’d be lying if i hadn’t thought “Surely OXFAM would be better off spending money than Ads” but thats for year on year national (intl?) basis.

    What ANAR have done here is a small spread of cheap adshels in areas that are child traffic heavy, using lenticular rather than some crazy young person 3d eye frequency science that costs a few million euros so in reality the most expensive part of this campaign will have been printing/placement meaning its actually a fairly cheap, very effective campaign that targets two demographics for the price of one.

    Staff isn’t what they need, if you click through to anar.org (theres no english button so use google if needed) their statement clearly says, they are staffed, the are funded, they are government backed but they just don’t have even 10% of spain’s estimated abused children calling their number.

    What ANAR have managed to do here is create a tiny, effective, cheap and spectacularly multi-targetted ad campaign in spain that has now been seen by 10+ million people that majority of which are young.

    So with tight budgets and effective spending as a goal this company have managed to reach 10 million people and in practice target children directly… I’d say they did pretty damn well

  • http://www.swiftprintuk.com/ jean

    Loved the way you have shared the message with us amazing use of technology

  • GilbertPinson

    You’re right, @abbeysbooks:disqus, Gabourey Sidibe was probably short enough to see that at some time in her life. Wasn’t my point.

  • http://www.kizi-2.net/ kizi 2

    Yes, very good, I support it