How do you promote two very different messages which are aimed at two very different audiences within the same advertising medium but by using only the same individual advertisement? No it’s not a trick question – the answer is to use lenticular printing / images. Lenticular printing has been around for a while and is a technology in which lenticular lenses are used to produce printed images with an illusion of depth or the ability to change or move as the image is viewed from different angles. The technology was created in the 1940s but has evolved over the years to show more motion and increased depth. Originally used mostly in novelty items and commonly called “flicker pictures” or “wiggle pictures,” lenticular prints are now being used as a marketing tool to show products in motion.
A great example of the use of lenticular printing for advertising purposes was developed recently by the Spanish organization Aid to Children and Adolescents at Risk Foundation, or ANAR for short. In an effort to provide abused children with a safe way to reach out for help, ANAR created an outdoor lenticular poster which displayed a different message for adults and children at the same time. By using lenticular printing, ANAR were able to show different images at varying angles. So that when an adult—or anyone taller than four feet, five inches—looks at the poster they only see the image of a sad child. But that when a child looks at the same poster, they see bruises on the boy’s face and a completely different message.
The ad was designed to empower kids, particularly if their abuser happens to be standing right beside them. For more information on the campaign and to see the poster in situ, click on the video below: