‘Shhhhh... this is only for you...’

Outdoor Asia - - International Campaign - Bhawana Anand

AGvHUWLVLnJ DJHnFy GUHy 6SDLn EURkH WKH GHfinLWLRn RI PDVV PHGLXP Ey LnFOXGLnJ D fiOWUDWLRn PHFKDnLVP ZLWKLn WKH PHGLD WR VHnG RXW D FRn­fiGHnWLDO PHVVDJH VSHFL­fiFDOOy WR D SDUWLFXODU DJH JURXS RI DXGLHnFH. TKH DJHnFy cre­ated an in­no­va­tive se­cret cam­paign for Anar Foun­da­tion for kids to halt the prob­lem of child abuse. Out­door Asia re­veals the se­crets be­hind the suc­cess of the cam­paign...

In a new break away from tra­di­tional means, Grey Spain, utilised Lentic­u­lar Print­ing method to de­velop an in­no­va­tive cam­paign to spread a mes­sage FRQ­fiGHQWLDOOy. $QDU )RXQGDWLRQ, D 6SDLQ EDVHG 1G2 that works against child abuse, wanted to cre­ate an aware­ness mes­sage about their foun­da­tion and their 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 was meant only for mi­nors and could be used WR fiQG KHOS LQ D WRWDOOy DQRQyPRXV DQG FRQ­fiGHQWLDO ZDy. Con­se­quently, the ba­sic brief pro­vided to the agency ZDV WR FUHDWH D FDPSDLJQ LQ D FRQ­fiGHQWLDO ZDy VLQFH kids were gen­er­ally ac­com­pa­nied with adults and their aggressors with very limited re­sources at their dis­posal. 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 aged less than 11 years, two dif­fer­ent mes­sages us­ing lentic­u­lar print­ing con­sid­er­ing the age and aver­age height of chil­dren and adults were used. The adults could see an aware­ness mes­sage, while chil­dren were able to see a dif­fer­ent mes­sage of­fer­ing them the Foun­da­tion’s num­ber and other in­for­ma­tion by which the child could get in touch with them. Lentic­u­lar works by print­ing on the same sup­port 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 worked up­side and down. Adults and chil­dren from 8 to 11 years old have an aver­age high in Spain. Con­sid­er­ing this, the agency found a point that was vis­i­ble only for chil­dren. On that SRLQW, WKHy KDYH SULQWHG D VSHFL­fiF PHVVDJH IRU WKHP: WKH FRQ­fiGHQWLDO KHOS OLQH QXPEHU DQG WKH VLJQV RI vi­o­lence on the child’s face. While work­ing on the sen­si­tive is­sue, the agency had to deal with sev­eral other is­sues aprt from the core is­sue RI VHQGLQJ RXW WKH PHVVDJH FRQ­fiGHQWLDOOy. 3ULPDULOy, WKH re­sources were limited. Also, the cam­paign was fo­cused on one sin­gle day so the agency had only one chance to make it right. Fi­nally, it was es­sen­tial to draw the de­sired im­pact and to get that lot of ef­forts were put in to get the de­sired re­sults. 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 the role of 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 sat­is­fac­tion with the whole cam­paign, 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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