The Hidden Pain
The Hidden Pain
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The series of ambigrams skillfully unveils the hidden pain of mental health struggles, urging empathy and deeper understanding.
The series of ambigrams skillfully unveils the hidden pain of mental health struggles, urging empathy and deeper understanding.
Accolades
Accolades
Creative Circle Awards 2013 3 Silvers (Design Typography)
Creative Circle Awards 2013 3 Silvers (Design Typography)
Creative Circle Awards 2013 2 Shortlists (Outdoor)
Creative Circle Awards 2013 2 Shortlists (Outdoor)
12 Busan Adstars 2013 Finalists
12 Busan Adstars 2013 Finalists
Publicis Worldwide Lead the Change Awards 2014 Finalist
Publicis Worldwide Lead the Change Awards 2014 Finalist
One of the most meaningful campaigns I've created was a suicide prevention campaign for Samaritans of Singapore called I'm Fine / Save Me.
One of the most meaningful campaigns I've created was a suicide prevention campaign for Samaritans of Singapore called I'm Fine / Save Me.
The campaign was inspired by a simple but powerful insight: people experiencing depression often hide behind words like "I'm fine." Their pain isn't always obvious, but the signs are there if we know how to read them.
The campaign was inspired by a simple but powerful insight: people experiencing depression often hide behind words like "I'm fine." Their pain isn't always obvious, but the signs are there if we know how to read them.
I developed a campaign using ambigrams — phrases that reveal a completely different message when turned upside down. At first glance, readers saw positive statements like "I'm Fine." But when they flipped the page, it became "Save Me." Even the logo and tagline were printed upside down, encouraging people to physically turn the ad over and experience that moment of realization for themselves.
I developed a campaign using ambigrams — phrases that reveal a completely different message when turned upside down. At first glance, readers saw positive statements like "I'm Fine." But when they flipped the page, it became "Save Me." Even the logo and tagline were printed upside down, encouraging people to physically turn the ad over and experience that moment of realization for themselves.
The goal wasn't just to create a memorable ad. It was to help people recognize that those who are struggling often hide their pain in plain sight, and to encourage more empathy and earlier intervention.
The goal wasn't just to create a memorable ad. It was to help people recognize that those who are struggling often hide their pain in plain sight, and to encourage more empathy and earlier intervention.
What surprised me was how far the campaign travelled. It was shared more than 150,000 times across social media by people around the world, turning a local awareness campaign into a global conversation about mental health. Many people began sharing suicide helplines and support resources in their own countries alongside the images.
What surprised me was how far the campaign travelled. It was shared more than 150,000 times across social media by people around the world, turning a local awareness campaign into a global conversation about mental health. Many people began sharing suicide helplines and support resources in their own countries alongside the images.
What has stayed with me the most, though, is what happened after the campaign. Over the years, I've come across people from around the world who chose to tattoo the I'm Fine / Save Me ambigram on their bodies. For many, it became a deeply personal symbol of their own struggles with depression, a reminder to ask for help, or a way to start conversations about mental health with others. Seeing an idea become part of someone's life in such a permanent way is something I'll never forget.
What has stayed with me the most, though, is what happened after the campaign. Over the years, I've come across people from around the world who chose to tattoo the I'm Fine / Save Me ambigram on their bodies. For many, it became a deeply personal symbol of their own struggles with depression, a reminder to ask for help, or a way to start conversations about mental health with others. Seeing an idea become part of someone's life in such a permanent way is something I'll never forget.
More than a decade later, it's still the piece of work I'm proudest of. It reminded me that the best ideas don't just capture attention — they can change how people see themselves, how they communicate with others, and sometimes even give them the courage to start a conversation that might save a life.
More than a decade later, it's still the piece of work I'm proudest of. It reminded me that the best ideas don't just capture attention — they can change how people see themselves, how they communicate with others, and sometimes even give them the courage to start a conversation that might save a life.
Then-Minister for Culture, Community and Youth Lawrence Wong — now Singapore's Prime Minister — launching the Hidden Pain exhibition and a book documenting a teenager's true account of losing her best friend to suicide, at VivoCity on World Mental Health Day, September 2013.
Years later, the campaign's message and strength continue to resonate, with people even transforming our ambigram designs into meaningful body tattoos.
Years later, the campaign's message and strength continue to resonate, with people even transforming our ambigram designs into meaningful body tattoos.
Here are some of the sites we were featured on:
Here are some of the sites we were featured on:
And in 2018, the ambigrams have been adopted by #1 KPOP band BTS in their music video and album covers.
And in 2018, the ambigrams have been adopted by #1 KPOP band BTS in their music video and album covers.
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