Secret Anti-Abuse Ad That Only Kids Can See

Saw this on Gizmodo, via Facebook, and thought it was an incredibly smart solution to a tough problem – how can you empower an abused child to call for help if their abuser is standing next to them. Hopefully it can have a real impact beyond being a creative idea and case study (as more than a few Gizmodo commenters have said).


The secret behind the ad’s wizardry is a lenticular top layer, which shows different images at varying angles. So when an adult—or anyone taller than four feet, five inches—looks at it they only see the image of a sad child and the message: “sometimes, child abuse is only visible to the child suffering it.” But when a child looks at the ad, they see bruises on the boy’s face and a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number. The ad is designed to empower kids, particularly if their abuser happens to be standing right next to them.


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