It may look like a typical awareness campaign poster, but there is more than meets the eye in this campaign. In commemoration of International Children’s Day, a Spanish kid’s help phone line called ANAR (Aid to Children and Adolescents at Risk Foundation) created a multi-faceted billboard.
The ad serves a dual purpose: it's a warning for adults and a message only for children. The poster shows a hidden message that can only be seen from a child’s point of view -- from lower than 4.5 ft in height.
The special layering of the ad allows different image projections from different angles. From the average adult’s height, the poster shows the face of an unharmed child and a quote about abuse. But when a child looks up at the poster, a bruised face will appear with the foundation's phone number and in Spanish, "if somebody hurts you, phone us and we’ll help you".
There is something for ad creatives to take away from this concept; when necessary to deliver a message discretely to a specific audience, ads must take different measures. In this case, the target market involves child abuse victims, who will most often be accompanied by an aggressor.
In order to reach out to children in an effective way, the ad minds behind this campaign did thorough research: they determined the average height of a child and utilized lenticular technology accordingly.