Spanish Child Abuse Organization Crafts Genius Ad That Only Children Can See

Aid to Children and Adolescents at Risk Foundation adReaching out to abused children is difficult to say the least. Considering that these kids are most likely being abused by the person that they depend on the most — their parents or guardians — encouraging them to speak up is fraught territory. But the Aid to Children and Adolescents at Risk Foundation (ANAR) in Spain has just pioneered a worthwhile attempt: a child abuse ad that appears differently to kids and grownups. Or maybe a very short grownup.

Gizmodo reports that the advertisement possesses a “a lenticular top layer” that exhibits two distinct images depending on the angle. When anyone over five feet four views the image, the child simply appears morose. But for those shorter viewers, the boy’s face is covered in bruises and cuts, reading “if somebody hurts you, phone us and we’ll help you” with ANAR’s phone number.

This novel attempt at reaching kids is so powerful, specifically because the image is, hopefully, able to completely bypass the abuser. The duality also — again hopefully — gives children the ability to change their circumstances, without the abusing adult being any the wiser. All the while the child’s abuse is legitimized as exactly that. Abuse.

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