The Spanish ANAR Foundation and GREY Spain ad agency have come up with a new way of using lenticular printing in their new signage campaign to help reach out and protect kids.
The Spanish organisation ANAR Foundation (Aid to Children and Adolescents at Risk) have started a new campaign using street posters and different types of signage, to make adults see one version of the ad, children see another, more violent version. Why? You may be asking. The answer is a very simple, yet importnat one. To get a secret message out to abused children that there is help out there, all the while leaving the abusing figure, completely unaware.
GREY, the ad agency responsble for the execution of this campaign, had this to say about the process:
"ANAR Foundation manages in Spain the european unique phone number 116 111, to attend children and teenagers under a risk situation. On this telephone number, only for minors, they can find the help they need in a totally anonymous and confidential way.
But, how can we get our 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."
It is a revolutionary and creative idea of using Lenticular printing. Perhaps less revolutionary and more evolutionary. Looking at other cases of Lenticular printing, we are made aware of the two images to inform the person of a hidden message that conveys the whole meaning of the campaign. Such as the McDonald's Lenticular printing ad, where the person is informed that, no matter how late it is, you can always grab a burger.
This ad by the ANAR foundation has taken that strategy, and made the power of the message, come from making the two images into seperate messages. We could even devise that this, as much as it is marketing material (yes, charity can have marketing material) it is another point of contact to help children in abusive situations.
This makes this ad incredibly powerful, it works as a way to; represent the company, to publicise child abuse, and how children have to live in secrets, and most importantly, it's saving children.
How it works
Anyone over 4'5" sees this view, with this copy: "Sometimes, child abuse is only visible to the child suffering it."
Anyone shorter sees the beaten child version of the poster, with this copy: "If somebody hurts you, phone us and we'll help you."
FUNDACIÓN ANAR. "ONLY FOR CHILDREN"
Source: GREY SPAIN
Although this is quite obvious to you and me, what may not be visible, is that charities get very scrupulous complains that they are using their funds for promotion instead of for the charities fundamental objectives. Activist and fundraiser, Dan Pallotta calls out the double standard that drives our broken relationship to charities and explains, in his TED talk, that this needs to change. In my mind, ANAR and the GREY agency have started to help bridge this gap by creating an ad that serves to both. This could very well clean up at the ad awards shows.