Talk about targeted advertising. A street ad by an organization seeking to help at risk youth has a message that only children under 10 years old can see.
That is, the billboard by the agency Grey Spain for the ANAR (Aid to Children and Adolescents at Risk) Foundation in Spain uses a technique that has people at different heights seeing different messages. So while adults who are taller see one message, children at a shorter level see something else.
This, according to Grey Spain, allows them to speak to their target audience even if they’re with the person who might be abusing them.
“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,” the advertising agency said on its video description about the ad.
You might have seen such a technique at work before on highway billboards that seem to change as you drive closer to them.
Lenstar.org describes how lenticular lenses work:
Lenticular print can easily be described as specially prepared graphics that are designed to work together with a lenticular lens to allow the viewer to see different images depending on the angle at which they view it.
What ANAR Foundation specifically directs at an adult’s level is an awareness/warning message, while at a child’s height is a message regarding ANAR’s hotline.
Watch this video describing the ad’s technique: