I love successful advertising – the convergence of message and medium that directly hits the targeted audience; inspiring them to buy, to act, or to think.
I also love innovation – using existing technology and concepts in new ways. In the advertising world, that means utilizing different tools and techniques to break through ad clutter, and pinpoint your audience.
And we all love people who protect children, and work to make the world a better place.
This post is about all of these loves, and how the combination is far greater than the sum of its parts.
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There is a picture in my father-in-law’s bathroom.
Technically, there are two pictures. Let me explain:
Instead of a flat canvas, there a few dozen triangular columns jutting out from the surface. Those two pictures? They are each lovely beach scenes, but both have been perfectly sliced into quarter-inch wide strips. The strips for one picture have been pasted to the left side of the triangles, and the other set of strips is on the right side. So depending on how you view the picture, you see one image, but not the other.
It is a neat little concept – a lenticular, as I have since learned – and it makes for a pretty and unique piece of art.
But I’ve never considered a lenticular as much more than a nice to liven up a bathroom wall.
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The problem is real.
All around us, children are being abused.
The problem is important.
How do you reach a child who is being abused? How do you let them know that abuse they are enduring is not okay? That they can get the help and protection they need?
Now…how do you communicate this information in front of their abuser without putting the child at greater risk?
The problem must be solved.
* * *
This is where the three loves I mentioned above all come together.
I could explain how they converge, but I’ll let this very cool video do the work for me. It shows how the ANAR Foundation, (a child advocacy organization in Spain) solved the problem:
Seriously, how cool is that?
I absolutely love this. A brilliant example of how technology meshed with advertising savvy can do great things. While it is very easy to reduce advertising down to talking animals or bad “but wait, there’s more” pitches, this shows what advertising can be – the combination of clever thinking and unique ideas that hopefully make the world a little better.