Upside down

Samaritans of Singapore sends mixed messages.

Samaritans of Singapore, a suicide prevention group, released three print ads that each send two very different messages. They use a clever font trick that encourages people to flip the ads around to reveal a new meaning, with words like “I’m fine” flipped to read “Save me.” The explanation – that the signs of depression are there if you read them – is also printed upside down.


Advertiser: Samaritans of Singapore