One of the most challenging retail sales issues is trying to market products to children. The pitch made to sell a cereal, game, toy or piece of clothing to a child will be different than the one aimed at a parent or guardian. That's tricky when the two are often standing next to each other. A child pitch might focus on a cereal's taste, with an adult pitch focusing on nutrition and price. Or a toy message to a younger customer might emphasize fun, while the adult pitch speaks of education. What if digital signage and in-aisle displays could simultaneously make different sales pitches to children and adults?
Through the use of lenticular technology, it's quite possible. Indeed, it's being used today for something of a much more serious nature. A Spanish operation called the Aid To Children and Adolescents At Risk Foundation has created a series of street signage that was designed to send a message to a potentially abused child, understanding that the abuser could very well be standing right him to the child.
What lenticular does is display images at varying angles, reports Gizmodo, "so when an adult—or anyone taller than four feet, five inches—looks at it they only see the image of a sad child and the message: 'Sometimes, child abuse is only visible to the child suffering it.' But when a child looks at the ad, they see bruises on the boy's face and a different message: 'If somebody hurts you, phone us and we'll help you' alongside the foundation's phone number."
The campaign's use of technology is clever, and it will likely set in motion the technology's use for a wide range of campaigns, most much less humanitarian than an effort to fight child abuse. Nothing is perfect, though. What if the victim can't read? Even more practical, if they can read, will the child be able to memorize the phone number? If the intent is to get the message without the abuser knowing, how is the child supposed to write it down without inviting questions he/she won't want to answer? Does the number spell out a phrase that is easy for the child to remember? What if the child (abuse comes at all ages, especially sexual abuse) is 4 feet, 6 inches tall?
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