Depression affects a lot of people: according to Health Canada, about 11 per cent of men and 16 per cent of women in this country will experience major depression in the course of their lives.
These ads use "ambigrams" (words or images that retain meaning when viewed from a different perspective) to reveal a message about depression.
They were created by Publicis Singapore for Samaritans of Singapore (SOS), a mental health support organization and hotline.
Viewed one way up, each ad looks like a positive message: "Life is great," "I'm fine," "I feel fantastic." They're printed in that direction, so that people see the happy phrase first.
But the SOS logo and slogan are upside down in the printed ad, inviting viewers to flip it over.
When the viewer inverts the ad, another message becomes clear - a cry for help ("I.hate myself," "Save me," "I'm falling apart.")
It's a powerful, simple way to highlight signs of depression that are often overlooked.
If you're wondering what those signs are, here's a run down of 11 of them from Yahoo!.
And to get some perspective on depression from a prominent Canadian who has opened up about her struggle with the condition, check out Olympian Clara Hughes in the red chair below:
Via Laughing Squid