Revealing the hidden side of mental illness, a series of depression ads from non-profit organization Samaritans of Singapore change when you flip them around.
When upright, the print ads have positive messages such as "life is great" and "I'm fine." However, the words were written in ambigram form which means the writing retains meaning when viewed from a different angle. When you flip the ads upside down, innocent messages become cries for help. The text "i'm fine" chillingly becomes "save me" and "life is great" translates to "I hate myself."
Ad agency Publicis created the striking ads in order to raise awareness for the hidden warning signs of depression. By giving a double meaning to words, the agency is warning viewers that there may be more under the surface.
Duplicitous Depression Ads
Ads from Samaritans of Singapore Change Meaning When Flipped
Trend Themes
1. Ambigram Advertising - Creating ads with hidden messages that change when viewed from a different angle, offering new ways to engage and intrigue viewers.
2. Hidden Warning Signs - Using subtle or hidden cues to convey important messages, helping to raise awareness and understanding for various issues.
3. Disruptive Awareness Campaigns - Utilizing unexpected and creative approaches to advertising to grab attention, foster discussion, and provoke meaningful conversations.
Industry Implications
1. Advertising and Marketing - Utilizing ambigram advertising techniques to captivate audiences and deliver unique and thought-provoking brand messages.
2. Non-profit and Social Services - Harnessing hidden warning signs in advertising campaigns to raise awareness for mental health issues and encourage seeking help.
3. Creative and Design - Implementing disruptive awareness campaigns in graphic design and advertising, challenging traditional approaches and pushing creative boundaries.