The Mexican studio Y&R was tasked with developing a series of public service announcements about child abuse for the Spanish organization ANAR. The problem they faced: how do you reach out to abused children without alerting the adult abuser as well? Their solution seamlessly integrates two messages into one poster, each tailored to the intended viewer.
Lenticular printing is not a new technology; it’s been used in an array of products to simulate motion, depth, or animation. What is striking about this campaign piece is the conceptual use of the technology. From the adult’s perspective the child in the ad appears unharmed, juxtaposted with a simple message, “A veces el maltrato infantile solo es visible para el niño que lo sufre” (At times child abuse is only visible to the child receiving the abuse.) This double entendre reinforces one concept and serves as a subtle warning for aggressors. From the child’s point of view an altered photo and message are revealed; the same child is depicted showing signs of abuse with the message “Si alguien te hace daño llámanos y te ayudanermos” (If someone is hurting you call us and we’ll help). Watch the following video for an explanation of how this is done.