3 Lessons For Success Learned From The Anti-Abuse Ad

By now you’ve probably heard of the really creative poster ad by Spain’s ANAR Foundation (Aid to Children and Adolescents at Risk). They created an anti-abuse ad that uses lenticular printing to display two pictures that differ based on the viewer’s height.

Their goal was to create an ad to provide information to children about child abuse. The problem was that children were often accompanied by an adult, their agressor. So the group came up with this creative poster to speak to both audiences.

The lenticular printing technique combines two images and utilizes lenticular (biconvex) lenses that can display, depending on the observer’s viewing angle, a single picture. Upon viewing this ad, an average-height adult sees a general anti-child abuse notice, while those under 4.5 feet tall see a much more startling image of an abused child, as well as a specialized message and a phone number that can provide help.

Adults see, “Sometimes, child abuse is only visible to the child suffering it.” The ad is especially designed for children who may be traveling with their abuser.

Shorter people (children) see the following message on a street sign: “If somebody hurts you, phone us and we’ll help you,” along with a confidential number to call the Spanish organization, Aid to Children and Adolescents.

U.S. and Canadian citizens wishing to report child abuse can call The Childhelp National Child Abuse Hotline at 1.800.4.A.CHILD (1-800-422-4453), which is available 24 hours a day, 7 days a week.

So what made this campaign so successful?

Lesson 1: Take Target Marketing To The Extreme

The technology perfectly matched execution and the target audience. It was a wonderful campaign that spoke to each target audience in a different way.

Lesson 2: Refresh Traditional Marketing With New Executions

People are often bombarded with generic advertising, so it’s always refreshing to see a new spin. Try implementing a different technology with your current campaign such as Augmented Reality or 3D Projection Mapping!

Lesson 3: That Ah Ha! Moment

Often times the solution is right under your nose. Although this campaign isn’t terribly original, it was refreshing because it should’ve been done before. Lenticular printing is in no ways new technology. It just so happens that this was the perfect execution of that technology. Try working backwards and see if you can come up with the next big viral campaign!

Screen shot 2013-05-06 at 12.48.43 PM

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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