A Message, Only For Children


Working in marketing, I often see campaigns which entrall me, but very few that resonate with me. Until today.

GREY, Spain, worked on an advert that uses an optical illusion to pass on a hidden message to children, encouraging them to report abuse.
The Anar Foundation, which aims to help children and adolescents at risk, commissioned the advert, which uses a lenticular lens to display different messages to depending on their height. Adults are shown a general ad warning about child abuse, with the caption “Sometimes child abuse is only visible to the child suffering it”. Children however, are shown something much more graphic – a message only for children. The face is bruised and battered, with another message, a call to action, urging the child to seek help “If someone hurts you, phone us and we’ll help you” and the Foundation’s phone number.
GREY did their research for the campaign, knowing the average height for adults and children under 10, making sure that the messages would reach the right audiences.
Having experienced domestic violence first hand (everyone has a story) I know the importance of getting messages like these to children, who often would fear repercussions if they made any attempt to call for help. Not only is this campaign useful in getting these messages to children, but also to adults, who through reading the many articles online about this campaign, will open their eyes to the signs of a child being abused.