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Clever creative – ANAR billboard: One ad & one media, but two targets and two messages

 

This came to me via one of my students, and I thought it worthy of sharing with a larger audience – primarily for the creative approach to segmentation, but also for its message. This work comes out of Spain, and was done for the ANAR foundation (Aid to Children and Adolescents at Risk Foundation). In an effort to provide abused children a safe way to reach out for help, the ad actually shows a different visual as well as written message to children compared to adults, based on their height and viewing angle. While adults view an image of a child with the message “Sometimes child abuse is only visible to the child suffering it”, while children from a lower viewing angle see the same child with a bruised cheek and cut lip and the message, “If somebody hurts you, phone us and we’ll help you” along with a phone number displayed. It of course assumes that children under 10 can read the message and are empowered to make the cell phone call, which is perhaps a stretch for some, and it also assumes the kids understand that the adults can not see the message that they see. It’s particularly powerful if their abuser happens to be standing right next to them.

 

 

The very presence or need for this type of ad is disturbing, but it does highlight a very creative approach to segmentation and messaging, put to work for a good purpose. The possible dark side? Toy companies or fast food restaurants taking this approach to coax children into wanting something with a hidden message that their parents can’t see. Hmmmm…

Watch a video about the billboard here and see how it works: https://www.youtube.com/watch?v=ghCRskcOWyw

What do you think?

 

Mary Charleson

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