Child Abused Protected by Silence

Child abuse is predicated on a mostly unspoken rule of secrecy. Children, even if they’re too young to know the meaning of the word “abuse,” know they’re expected to keep “what happens at home” to themselves.

In an effort to make kids feel safe about speaking up, one nonprofit from Spain released a new ad that offers help only children can see.

Spain’s ANAR, or Aid to Children and Adolescents at Risk Foundation, teamed up with design firm Spanish Grey to create the bus-stop billboard; to adults walking by, the message reads: “Sometimes, child abuse is only visible to the child suffering it.” But to children, it says, “If somebody hurts you, phone us and we’ll help you,” followed by their hotline number. 

The device the ad uses is simple: A lenticular top layer makes different images visible depending on the angle of the viewer. In this ad’s case, the message offering help is only visible to a viewer who measures about four-feet-five inches tall or shorter, about the average height of a ten-year-old child.

The PSA is already scaring up some controversy—parents are concerned with how lenticular advertising may be used by soda and junk food manufacturers to covertly advertise to their kids. Considering those industries’ past performance, the concerns aren’t unfounded, but for now, ANAR’s use of the device may mean that children forced to live in secret may find their way out.