Joy Turns to Pain When You Flip Over These Clever Suicide-Prevention Ads | Adweek Joy Turns to Pain When You Flip Over These Clever Suicide-Prevention Ads | Adweek
Advertisement

Joy Turns to Pain When You Flip Over These Clever Suicide-Prevention Ads Real message is upside down

Publicis's poignant print ads for suicide-prevention group Samaritans of Singapore use ambigrams to give upbeat messages negative meanings when viewed upside down. "I'm fine" becomes "Save me," "Life is great" morphs into "I hate myself" and "I feel fantastic" reads "I'm falling apart." The tagline, "The signs are there if you read them. Help us save a life before it's too late," is also printed upside down. The campaign does a fine job of depicting the subtle, often hidden nature of depression and anxiety disorders. It's novel for the category, taking an approach that's clever enough to generate broad coverage, extending the message far beyond its original market. Perhaps those reading about this work will question declarations of happiness from friends and family members that don't quite ring true. The writing may be on the wall, but sometimes you've got to look at things in a different way to avert disaster.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.

Click to Subscribe to AdFreak RSS