There’s more to an ad than meets the eye.

At least, that’s what the Aid to Children and Adolescents at Risk Foundation (ANAR) is aiming for with their new campaign.

In April, the Spanish organization released a bus stop advertisement to raise awareness for child abuse. The catch? The ad looks completely different depending on how tall you are.

For adults, the photo of a young boy appears with the caption “Sometimes, child abuse is only visible to the child suffering it.” For kids, the boy appears bruised and beaten with the message “If somebody hurts you, phone us and we’ll help you” along with a hotline number.

The image uses lenticular photography so that a different image is shown depending on the height from which the ad is viewed. ANAR hopes that the ad will provide more abused children with the information they need to get help.

And after a YouTube video demonstrating the ad went viral earlier this week, ANAR thinks that overall the campaign has been a success:

“Thanks to the publicity on media and all the comments on social networks, the campaign has achieved its main objective: Raise awareness of the foundation and [its] phone number for children and teenagers at risk.”

Even so, it’s evident from the video’s comments that some believe the ad won’t end up doing any real good.

Have you seen the video yet? What do you think?