An advertising campaign in Spain is taking a unique approach to protect kids who are victims of child abuse; by targeting them at their level. Literally.
The campaign was started by an organization called the Aid to Children and Adolescents at Risk Foundation, and their advertisements display different messages depending on what angle you view them.
The best way to explain how the campaign works is to imagine a window with blinds. If an adult slightly closes the binds, it may prevent light from hitting their eyes. If a short child were to look at the same window some light may be visible because they are looking up at the blinds, while the adult is seeing the blinds from straight on.
You can take a look at the video below which further illustrates the advertisement’s design.
As you can see, when an adult views the advertisement they’ll see a normal child along with the words “Sometimes, child abuse is only visible to the child suffering it.” When a child less than four feet, five inches looks at the sign, they’ll see a picture of a boy with a bloody lip, along with the caption “If somebody hurts you, phone us and we’ll help you.” The advertisement also lists a phone number for abuse victims.
The company hopes to target children who are standing with their abuser as they pass by. If they can prevent even one case of child abuse, the ads will be a rousing success.