Target: Benjamín Ballesteros, Programming Director of the Aid to Children and Adolescents at Risk Foundation (ANAR)
Luckily, Spanish ad agency Grey Spain had a creative solution. Using “a lenticular printing technique, which is typically used in novelty postcards and kids’ stationery products,” the agency produced signs that display a preventative message to adults while offering children a source of help. From the perspective of an adult (anyone taller than 4’5 in this case), the sign shows a young boy’s face and reads, “Sometimes, child abuse is only visible to the child suffering it.” From a child’s point of view, however, the sign shows bruises on the boy’s face and gives children the number of a helpline, telling them, “If somebody hurts you, phone us and we’ll help you.”
While the campaign itself is not foolproof–it’s gotten so much press that the “secret” message is no longer really a secret–the motivation behind it is noteworthy: a large-scale campaign to end child abuse that reaches out to children, not potential abusers or other adults. This focus on giving children the agency to help protect themselves is commendable. Sign the petition and thank ANAR for its innovative approach to ending child abuse.
Dear Mr. Ballesteros,
Most child abuse campaigns are aimed at adults, urging them to take heed of warning signs and modulate their own behavior to keep children safe. Valuable as these campaigns may be, they neglect to speak directly to those most affected by child abuse: the children themselves. That’s why the Aid to Children and Adolescents at Risk Foundation (ANAR)’s new advertising campaign is so compelling. It offers two different messages, but both have the same goal: protecting children and ending child abuse.
The two messages that ANAR’s new advertisements offer to children and adults are tailored to be appropriate to two very different situations rather than generically attempting to address child abuse as a whole. This approach offers both parties new ways of looking at child abuse and works to create a climate in which child abuse is both acknowledged and actively denounced.
Thank you for taking risks and using creative solutions to combat child abuse.
[Your Name Here]
Photo credit: George Hodan via PublicDomainImages.net