While technologies such as the Internet have drastically changed the world of advertising, traditional poster ads have also evolved, and some organizations have taken advantage in their health-related messages.
In 2013, the ANAR Foundation created an ad for a child abuse hotline that uses lenticular printing such that those who view the ad at less than about 4’3” will see a different message. Adults standing higher than 4’3” will only read, “Sometimes child abuse is only visible to the child suffering it” without bruising on the depicted child’s face. Children, on the other hand, standing lower than 4’3” will use the bruises and additional line reading “If somebody hurts you, phone us and we’ll help you” along with the hotline number.
The ad uses a very simple yet clever way to send a particular message to their target population without adults around them (potentially an abuser) being aware.
In 2014, a popular Swedish ad for shampoo was released in subway stations. Using sensors, the digital ad showed the depicted woman’s hair being blown whenever a subway arrived at the station, mimicking the wind produced by the train.
A similar ad was produced with a surprising twist—after the child’s hair was blown, the hair eventually flies off her head, revealing that it was a wig. Then the true message is revealed: “Every day a child is diagnosed with cancer” followed by instructions on how to text in a donation to the Swedish Childhood Cancer Foundation.
The innovations for marketing in health only show promise as we move forward.