This Ad Has A Secret Anti-Abuse Message That Only Kids Can See

In an effort to provide abused children with a safe way to reach out for help, a Spanish organisation called the Aid to Children and Adolescents at Risk Foundation (ANAR) created an ad that displays a different message for adults and children at the same time.

The secret behind the ad's wizardry is a lenticular top later, which shows different images at varying angles. So when an adult -- or anyone taller than 135cm -- looks at it they only see the image of a sad child and the message: "sometimes, child abuse is only visible to the child suffering it". But when a child looks at the ad, they see bruises on the boy's face and a different message: "if somebody hurts you, phone us and we’ll help you" alongside the foundation's phone number.

The ad is designed to empower kids, particularly if their abuser happens to be standing right next to them. And while this is a great and worthwhile use of lenticular images, how long will it be before toy companies start doing to the same thing to hawk their products directly at kids? [YouTube via PetaPixel via DIY Photography]


    Brilliant idea, though I agree that the toy companies will be the ultimate users of this!

      Adults: Squinkies are a fun toy for your kids!


    The issue with this is, that 'child abuse' is a watered down phrase that seems to apply to everything, from smacking your kid to letting them scream in the isle of a super market.

    Through what i gather, everyone has a different opinion on what 'child abuse' is, and thus we could see a lot of time wasted by the authorities on frivolous issues.

    At least in my opinion, smacking a child is absolutely OK - a last resort sure, but sometimes necessary. To all the wowsers who think otherwise, thank you for letting the world get as bad as it is.

      Not sure what exactly you mean by the middle paragraph. You mean the kids will waste time on the line?

      Wooden spoon for the win. It actually didn't really hurt, it was more the shock of it. A moddest smack on the bum is ok too. I remember having a spoon break on my once...but that was cause it was an older one.

      It's just when people start taking their frustration out on the child that it can start to be abusive.

      I just wish they had more adverts about sexual abuse as that's just as prevalent (if not more) than physical abuse, but it's not openly talked about enough.

      I have never hit my kids, and people frequently comment that they are the most polite and friendly children they've seen in a long time.

      There are incredibly effective alternatives to spanking - the problem is that a lot of people who have shunned spanking have replaced it with nothing.

      Last edited 07/05/13 8:39 am

        My partner was beaten as a child and through her teens. She flinches whenever she see's someone smacking their kid in public. My parents never smacked me but hearing them say 'i'm disappointed in you' was worse than any spoon.

          really depends on the child and the parents. I think if you have a child that only responds to getting smacked (or doesn't respond to that) then you screwed something up earlier down the line.
          I got sent to my room, and banned from the computer as much as any kid, but I only ever got a belt on my bare bum once. That was more than enough.
          Unless your child has some mental issues, I think that resorting to physical punishment is a failure of parenthood. Not a complete failure... but they missed something, something could have been done differently. .. I might be wrong here but that's my 2c

            Ultimately, even if it's a "failure of parenthood", we need to understand that people make mistakes, and parenting your first child is immeasurably difficult - a learning experience to say the least - but every child is different, also. If anyone thinks they haven't made a mistake as a parent... they're kidding themselves.

            My parents did smack me, and my 3 older sisters. I don't see it as the terrible thing that some make it out to be. Never a 'hiding' or a 'beating' that others would talk about at school, and only in clear, escalated circumstances (several warnings, etc) would they lay a hand or wooden spoon, never a belt.

            I happened to be quite a polite child because I was actually afraid of disappointing anyone who carried authority over me (parents, teachers, ...). Certainly, it had nothing at all to do with a smack once in a while.

          There's a big difference between "beating" a child, and "smacking" a child.

      I think the main thing with discipline vs abuse, is that you should never hit a child in the face. That's not discipline.
      A wood spoon or a belt across the ass, sure.
      There's a big difference to bruising a child's face and giving them a sore bum.

      But you're right, all it takes is for a child to say "my daddy hurt me" at school and you'll have the government bearing down on you with full force. It's a very delicate line and can easily go both ways. @darren - that's what he means by his middle paragraph. Authorities chasing reported cases of discipline rather than actual abuse.

      "thus we could see a lot of time wasted by the authorities on frivolous issues. "

      Even if there's "frivolous" calls, if more children in abusive situations have somewhere to call for help it's a net positive. It's especially important since abuse is likely to come from people related to them or with power over them (rather than someone in a trenchcoat hiding in the bushes). The people who made this ad clearly understand the abuser very much could be the adult who their care is supposedly entrusted.


        Way too many kids still get abused, really and seriously abused, and it fucks them up for all their life and leads to so many other problems which cost them and cost society big. A bit of cost and inconvenience on "frivolous" reports is a small price to pay if we can stop more abuse earlier.

      I think the point is that if you smack a child as a reprimand they should never bruise. If a child calls for help and says they are being hurt then it is never a frivolous issue.

    An area only visible to children under 10 (and short people, dwarfs and those in wheelchairs).

    If you pause the video while the signboard is flat and then tilt back your monitor you cab see the kids level message..

    Toy companies already advertise directly to kids. It's not like the fact that adults can't see the ad will make the ad hypnotising to children or something.

    The secret behind the ad’s wizardry is a lenticular top layer... instead of later?

    so is this a real ad or just a tech demo? cos if you tell adults about the secret it's not a secret anymore.

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