Situation: How do you tell an abused child how to get help if the abuser is standing nearby?
Solution: Hide the message in plain site.
In a new campaign titled Only For Children, the Aid to Children and Adolescents at Risk Foundation (ANAR) in Spain is cleverly using lenticular printing to hide a message and phone number so that only kids can see it. Lenticular printing is the technology used to create the 3D-like bookmarks you often find at bookstore check-outs.
Basically, there is a top layer showing a sad boy with the visible phrase, “Sometimes, child abuse is only visible to the child suffering it.” A second, bottom layer shows the same boy with a bloody lip, some bruises and the phrase, “If somebody hurts you, phone us and we’ll help you.” The phone number is also shown.
So an adult of average height sees the top layer and the child standing literally at his or her side sees the bottom layer. ANAR took a marketing gimmick and made it a tool to fight a serious problem.
In one word: Genius.
(If you can’t see the video above for some reason, then watch it on YouTube)