Marketing for Thought

One Ad, Two Messages

How can one ad contain two completely different messages?  I’m not talking puns- I’m talking actual wording and meaning.

ANAR, the Aid to Children and Adolescents at Risk Foundation in Spain, has found a way.  Their recent ad campaign launched this past week and utilizes lenticular “top layer” technology that allows viewers of different heights to see different messages.  If you are below 4 feet 5 inches (the average height of a child), the ad you will see is a picture of a young boy with bruises and a message that reads “If somebody hurts you, phone us and we will help you” along with the foundation’s phone number.  Any taller than this and you will see a message that says “sometimes child abuse is only visible to the child suffering it.”  This is taking social responsibility and directness to a whole new level.

The goal here is to provide a communication channel where the foundation can offer their help to abused children even if their aggressor is walking with them on the street.  Adults won’t be able to see the message, but any child walking past it will.

I think this is a brillant initiative that not only brings awareness to the foundation and child abuse, but also provides a direct message in what was originally conceived a safe channel.  That being said, I agree with most when saying that launching YouTube videos and announcing the campaign online takes away from it’s effectiveness. Now all adults, including aggressors, know what the true message of the ad says.



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