Child abuse is a very serious topic in any society. A child can feel helpless against their aggressor, often feeling as though there is no way out, and that nobody will help them or even believe them if they were to say anything. Many times, advertisements and other visual examples of “help is out there” billboards don’t do a good enough job of getting through to the actual victims of child abuse. They target the population in the same was as any other ad does, without getting through directly to the people who most need to see them: the children.
ANAR Foundation in Spain, the maker of this ad, manages the European unique phone number 116 111, to attend children and teenagers under a risk situation. The ad targets children out in the open in a unique way that may actually prove useful to many marketers around the world for a variety of other ad spaces. On this telephone number, only for minors, they can find the help they need in a totally anonymous and confidential way. They see the number to call, when their aggressor cannot.
Knowing the average height for adults and children under 10 was important, and two different messages exist. Any child around the height of four feet, five inches and under are able to see a number connecting to an anonymous child abuse hotline. If you’re taller than that, you won’t see this part of the ad. It’s an ingenious way of targeting a specific group of people directly, and hiding the message for those who aren’t intended to see it. The foundation hopes that by not displaying a number for children to call in plain sight for adults, they may actually lure these abusers into the area with a false sense of security. Aggressors may not take a child into locations that display helpful tips like this, and with this sign, they won’t even know the child can see a way out of the situation.
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