Problem:
ANAR is a Spanish organization whose vision is of a world in
which all children and adolescents have the right to have their voice heard on
the life situations that affect them and if their rights are violated. Their
mission is “to serve children and adolescents who call through telephone lines,
to help with their problems or concerns, protect, and empower them in a
comprehensive way in all their needs, involving them in the solution to their
own problems.”
How can they get their message across to children even when
they are accompanied by an adult or abuser?
Campaign:
ANAR (Aid to Children and Adolescents at Risk Foundation) has
launched a revolutionary way to fight child abuse using a photographic process
that has been around for years. Designed by the ad agency Grey Group España,
the ad uses lenticular angles to reveal separate images at different levels (a
technology that is also used for 3D displays). The angles give an illusion of
depth or the ability to change or move.
This particular ad was created to allow children a discreet way to find and receive help. On one level, persons above 5’7’ (the average adult height) see one thing while children 4’3’ and below see another. Targeted toward children under 10, the ad would reveal a secret message, a necessary tactic should he or she happens to be with their abuser. The instruction reads, “if somebody hurts you, phone us and we’ll help you,” along with a phone number. All the more startling is the alteration in the picture at the child’s eye. A normal looking boy, cleaned-faced and unscarred from above, below becomes battered and bruised. Additionally, the adult line of sight offers a different message, a warning even, unseen by the child: “Sometimes, child abuse is only visible to the child suffering it.”
Outcome:
The campaign was launched in correlation with the
International Day against Child Abuse on the 25th April this year.
It is too early for us to tell if the campaign has been effective or not.
Conclusion:
By using a simple technique with an innovative idea, Anar
has managed to create something that is aimed towards multiple and specific audiences.
As the charity aims to help children and teenagers suffering from abuse it has
a far more defined target audience whereas Traid is aimed at a vast and diverse
group of people. Could we perhaps think about the idea of aiming a campaign
towards a specific group of people whilst giving a message to another part of
the target customers/donators at the same time, for example people who already
donate clothing and people who could be persuaded to donate clothing and why to
choose Traid above other charities and recycling avenues.
http://resourcemagonline.com/2013/05/anar-and-the-lenticular-forces-of-good/
AMY LAURA BURT
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