Child-Abuse Ad Uses Lenticular Printing to Send Kids a Secret Message That Adults Can’t See

'Phone us and we'll help you'

The ANAR Foundation, a Spanish child-advocacy organization, used lenticular printing in this powerful outdoor ad to send different messages to children and adults. Anyone under about 4-foot-3 sees bruising on the child's face in the poster, along with ANAR's hotline number and copy that reads, "If somebody hurts you, phone us and we'll help you." People taller than that—i.e., most parents—simply see the child without the bruise and the line, "Sometimes child abuse is only visible to the child suffering it." The metaphor embodied in the display is apt—the figurative differences in perception between abuser and abused here become literal. I'm glad they kept the concept and content simple, too; it makes the interactivity more immediate and less gimmicky. Ad agency: Grey Spain.