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A striking new print campaign from Germany seeks to battle addiction this holiday season with fresh spin on a familiar trick—reversible copywriting.
Each of three short poems—one for alcohol, one for pills, and one for gambling—spirals into total despair when read from top to bottom. But read backwards, from bottom to top, they offer a much brighter picture—of an addict’s path to empowerment.
The ads are designed to raise awareness of Blue Cross Germany—a charitable organization serving those impacted by addiction (and part of the International Blue Cross, a broader non-denominational Christian group founded in 1877 in Switzerland).
Serviceplan created the ads.
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