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Grey Spain's secret message for kids

By Bhawana Anand - May 20, 2013

The advertising agency uses Lenticular Printing to create an innovative secret campaign for Anar Foundation, by sending out a message on the issue of child abuse for children only.

OOH medium witnesses various unique innovations on and off the billboards, executed through scientific techniques, manpower and many more. But Grey Spain, an advertising agency, utilised a printing technique-Lenticular Printing, to develop an innovative campaign to spread the message confidentially. Anar Foundation, Spain based NGO that works against child abuse, wanted to create an awareness message about their foundation and helpline number on the occasion of International Day against child abuse. The foundation managed the European unique phone number 116 111 in Spain, to help children and teenagers under a risk situation. The number arranged only for minors, can be used to find help in a totally anonymous and confidential way. Consequently, the basic brief provided to the agency was to create a campaign in a confidential way since kids are generally accompanied with adults, and their aggressors and that too with very limited resources. 

The agency developed a creative considering the idea that child abuse is often visible only by the child who is suffering it. Therefore, in order to communicate to the children less than 11 years, two different messages were executed using lenticular printing which considered the average height of children and adults. While adults could see an awareness message, children were able to see a different message that offered help and how to get in touch with the foundation. 

The lenticular printing on the same support comes with two different images to simulate movement. The view of each image will depend on the angle and the point of view. In this case, the lenticular didn't work right to left but it worked upside and down. The average height of adults and children from 8 to 11 years old in Spain was considered, where the agency found a point that it was only visible for children. At this spot, a specific message has been printed for them:  the confidential help line number and the signs of violence on the child face.

While working on the sensitive issue, the agency had to deal with several other challenges besides sending out the message confidentially. Primarily the resources were limited. Then the campaign was focused for a single day, so the agency also had only one chance. 

To overcome all the hurdles, the agency and the foundation worked as one team. Also, a press conference was organized in Spain to make it a piece of news and get to talk worldwide about this serious problem and Anar Foundation.

The impact generated by the campaign was uncountable. The agency managed to get more than 7,500,000 views in Grey Spain YouTube channel, in 4 days. In addition to that, social networking sites and blogs became talkative spots for the campaign.
Expressing the cheerfulness, Antonio Montero, Creative Executive Director & Agency in Charge, Grey Spain explained, "We are happy and overwhelmed. When you create a campaign you always have the hope it is going to work, but what is happening is amazing, it is growing exponentially. This is the magic of advertising, the detail that makes it creatively possible to go beyond.”
 
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