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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.