Revealing the hidden side of mental illness, a series of depression ads from non-profit organization Samaritans of Singapore change when you flip them around.
When upright, the print ads have positive messages such as "life is great" and "I'm fine." However, the words were written in ambigram form which means the writing retains meaning when viewed from a different angle. When you flip the ads upside down, innocent messages become cries for help. The text "i'm fine" chillingly becomes "save me" and "life is great" translates to "I hate myself."
Ad agency Publicis created the striking ads in order to raise awareness for the hidden warning signs of depression. By giving a double meaning to words, the agency is warning viewers that there may be more under the surface.