In advertising, the notion of “targeting” is essential to reach the right person with the right message. Ok, nothing new. So how about delivering two messages on one single billboard to optimize a campaign? The Fundación ANAR (Spain) developed this crazy idea with a mechanism providing a unique message for children victim of abuse (and warning adults at the same time). Depending on the angle, the message differs with an area only visible for under 10.
Children are then invited to call 116 111, a number where they can anonymously find the help they need. A clever way to get a message across, “Only for children”.