Samaritans of Singapore (SOS)

Agency: Publicis
Brand: SOS
Geo: Asia, Singapore
I feel fantastic. I'm falling apart.

The signs are there if you read them. Help us save a life before it's too late. Call 1800-2214444.

Pain isn’t always obvious. To show how we often miss the warning signs, we created ambigrams and printed the ads 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.