Question for you though, since I've been trying to figure this out since I pulled up this post: What exactly is the point of "hiding" this from adults, besides cute gimmick? It's not like an abuser can somehow prevent a child from seeing a billboard that they themselves also see. Are we afraid that access to the phone number can be restricted? Well, this article does that all on its own.
What's the point? What's the benefit?
On the flip side, I'm VERY concerned at marketers trying to direct a message to my child while deliberately hiding that message from me, the parent. I personally don't care what that message is. It could be for abused kids or it could be to tell them that their parents should be turned into the authorities for not agreeing with the government. The message is irrelevant.
As a responsible parent in charge of creating the best 18 year old man I can out of my 6 and 4 year old boys, I NEED to be aware of as much as possible that their little brains are taking in. Not to censor them (although in some cases this is appropriate), but to temper that intake with a does of 38 years of wisdom that they simply do not possess at the moment.
I have no issues discussing child abuse with my sons. In fact I would love to do so in an effort to ensure that they come to me (or another adult) if one of their classmates or friends is in this situation. Hell, I want them to come to me if they feel in this situation too.
This billboard does not promote any of this. It separates me from my child in a very underhanded way.