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. The company’s new Public Service Announcement (PSA) launched in correlation with the International Day Against Child Abuse (April 25th), not to be confused with the World Day for the Prevention of Child Abuse (November 19th).
Designed by the ad agency Grey Group España, the PSA 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 PSA 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 happen 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 the an easel of battery and bruise.
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.”
ANAR is a Spanish organization whose vision it 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 [ANAR] 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.” For more information or to get involve, visit their website.
Resource magazine also provides information on the technology used in the PSA. The Spring 2013 issue discussed lenticular lenses in the article “Rebecca Handler and the Lenticular Image.” You can also subscribe to read the article at Resourcemagonline.com.