Spanish Child Abuse Organization Crafts Genius Ad That Only Children Can See

Aid to Children and Adolescents at Risk Foundation adReaching out to abused children is difficult to say the least. Considering that these kids are most likely being abused by the person that they depend on the most — their parents or guardians — encouraging them to speak up is fraught territory. But the Aid to Children and Adolescents at Risk Foundation (ANAR) in Spain has just pioneered a worthwhile attempt: a child abuse ad that appears differently to kids and grownups. Or maybe a very short grownup.

Gizmodo reports that the advertisement possesses a “a lenticular top layer” that exhibits two distinct images depending on the angle. When anyone over five feet four views the image, the child simply appears morose. But for those shorter viewers, the boy’s face is covered in bruises and cuts, reading “if somebody hurts you, phone us and we’ll help you” with ANAR’s phone number.

This novel attempt at reaching kids is so powerful, specifically because the image is, hopefully, able to completely bypass the abuser. The duality also — again hopefully — gives children the ability to change their circumstances, without the abusing adult being any the wiser. All the while the child’s abuse is legitimized as exactly that. Abuse.

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  • CG

    I’m not trying to be negative, I’m just seriously wondering if this getting passed around the internet is a good idea. Won’t it work better if the ads dont get “famous”? It is an awesome concept though.

  • Rachelle

    I think it’s a brilliant campaign, though I do agree with CG that it would have been better for the agency to promote the concept for the foundation only weeks after it was launched.

    This promotion defeats the purpose.

  • Maureen Sagan

    Lol actually 5’4″ is the average height for a woman, smaller in many countries, so that means at least 50% of women should be able to see it…not just a few short grownups as the article says :)
    But anyway I like the idea and am curious to see if it works. To be honest I worry most abused kids would be afraid to call for help. Many abused kids cover up the abuse because they don’t want to get their parents in trouble.

    • Anne

      The video says it’s visible under 135cm – which is 4 ft 5. Which IS shorter than the vast majority of adults.

    • Yves

      Ah that would make sense! The author would have just transposed the numbers then.

  • Blah

    While this campaign is great, I worry about other advertisers catching onto this. I don’t want companies sending messages to my children that I don’t even see.

    • Shelly Lloyd

      Sadly that was my first thought, too, that now advertisers are going to exploit this to send messages like “whine to your parents till they break down and buy you our stuff” sort of ads.

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  • Guest

    I’m 5’2. And really there are many women under 5’4 than above it (average height is 5’3-5’4) soooo really it’s hidden from taller than average woman, and men.

  • Yves

    I’m 5’2. And really there are many women under 5’4, possibly even more than half (average height is 5’3-5’4) are under that. Soooo really it’s hidden from taller than average woman, and men.