“Sólo para niños” (“Only for children”) is a unique new advertisement campaign from The ANAR Foundation. The ANAR Foundation is a Spain based organization aimed at providing help for children and adolescents at risk of abuse.  The foundation manages an anonymous hotline (contact number 116 111) for minors in need. The foundation worked to find a way to best relay their print ad so that child victims of abuse will see the number and call them, even when accompanied by their abuser, who may attempt to shield them from help. This is the result. The video, hosted by the company GREY, writes in the description:

…Knowing the average height for adults and children under 10, GREY has created two different messages. Using an outdoor lenticular we show adults an awareness message, while children see a message where we offer them our help and show them the telephone number. A message only for children.

On the left you see what adults will see – a child’s face with the message “Sometimes, child abuse is only visible to those suffering it. ” On the right is the child’s view, with the added message “If someone hurts you, call us and we’ll help you” and the hotline number in large print. According to The ANAR Foundation’s Report , violence against children in Spain increased 13.6% in 2012. The report details that violent abusers of children are mostly parents or classmates. It also states that 1,778 child victims of violence used the ANAR Foundation for support and necessary protection. This ad is a fantastically clever way to reach even more children in need, while minimizing the risk of detection from the abuser.

However this innovative advertising technique has caused some controversy and concern. The idea that advertisers can distort their messages to target children secretly is hugely problematic. Without regulation, it’s easy to imagine a world where companies capitalize on the opportunity to appeal to two entirely different demographics individually. Toy companies could employ children to torment their parents. Personally, I don’t think this fear takes anything away from the amazing work this ad could do. See for yourself. View the video on youtube here. Read the Anar Foundations full report here.