Hidden anti-abuse campaign

 Will the message encourage response? 

A new anti-child abuse campaign has incorporated a concealed messaged through cleverly using lenticular. This technique allows the poster to be seen in two different angles, a lower view for children under 1.3 metres and a different message for the adults.

This “secret” message to children reads, “If somebody hurts you, phone us and we’ll help”. Encouraging children to pick up the phone and respond if they are being beaten.  Yet the message to those taller reads “Sometimes child abuse is only visible to the child suffering it”

The large images used on the billboards are hard hitting and effectively communicate the message to both parent and child. Showing an unhappy child to the adult, and a beaten up child to the children. This billboard display can be seen as an affective piece of PR. As it is direct and persuades both parent and child to become aware of the situation they are involved in.

However is the widespread PR around the campaign seen as a negative?  As the billboard has had various press coverage in the news, for instance BBC and daily mail. It does bring up the topic of child abuse and enables people to come forward as there is an increase in PR around the problem of child abuse.

Yet with this coverage could it make the adults/abusers deter the child from ringing the helpline? Or distract the child from looking at the sign? It could be questioned that too much coverage isn’t always a good thing.