Art Against Child Abuse: Using Technology to Target Kids
Art Against Child Abuse has been created by the GREY for the ANAR Foundation, managed in Spain, the european unique phone number (116 111) is used to attend children and teenagers who are in dangerous situations. With this telephone number, only for minors, they can find the help they need in a totally anonymous and confidential way. But, how do they get their message to a child abuse victim, even when they are accompanied by their aggressor?
Knowing the average height for adults and children under 10, GREY has created two different messages. Using an outdoor lenticular we show adults an awareness message, while children see a message where we offer them our help and show them the telephone number. A message only for children.
The secret behind the ad’s wizardry is a lenticular top layer, which shows different images at varying angles. So when an adult—or anyone taller than four feet, five inches—looks at it they only see the image of a sad child and the message: “sometimes, child abuse is only visible to the child suffering it.” But when a child looks at the ad, they see bruises on the boy’s face and a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number.