Samaritans of Singapore (SOS): The Hidden Pain: I'm fine/Save me

Pain isn’t always obvious, but the signs are there if you read them. To show how we often miss the warning signs, we created ambigrams and printed the ads with the logo and tagline upside down in magazines. At first glance, the reader sees a positive phrase. But when the ad is inverted, the copy reveals a sentiment quite the opposite – revealing the hidden feelings of those who are lost and depressed.