2010 Yellow Ribbon Project Campaign

We are proud to be the appointed agency for the 2010 Yellow Ribbon Project Campaign in Singapore!

This year, the key focus of the campaign is on the CARE Network - a network that comprises committed and inspiring staff, volunteers, partners and employers from eight organisations who come together to play their part in the rehabilitation of ex-offenders.

“This is my journey, this is my Yellow Ribbon.”
Each of them has their own story to tell, their own yellow ribbon to weave. And each of them play a vital role in 3 phases of an ex-offender’s life.

Restart. Relearn. Rebuild.
The campaign aims to shed light into the 3 phases of the ex-offenders long and arduous journey of rehabilitation, which begins with the need to RESTART their lives during incarceration, RELEARN their first steps back into society when they leave prison, and REBUILD lost confidence, trust and most important of all, their lives with their families.

To get the stories, we interviewed Prison Officers, volunteers, partners, employers and ex-offenders themselves to glean inspirations and anecdotes from real life events.

The result? A campaign that told the story of a touching journey in 3 evolving chapters, supported by print ads and collateral that paid tribute to the people who made the rehabilitation process possible.

01 September 2010

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Title: Yellow Ribbon Project  2010 Campaign Client: Yellow Ribbon Project Secretariat

Strategy/ECD: Andy Tan Heok
Creative Director: Lyonne Tan
Art Directors: Jess Ang, Kris Tay
Designers: Racheal Lee,  Nickie Lee, Samantha Yong, Autumn Wee, Rodney Tang
Copywriters: Mei Yee, Evelyn Teng
Account Director: Linda Nai
Assistant Studio Director/Traffic Account co-ordination: Clara Loh
Digital Imaging: Collin Chai

TV Commercial/Informercial
Production House: Momentum
Project Director: Celica Suryabara
Director: Gerald Stahlmann
Script/Concept: The Thinc Group

Photography
Studio: Stardust Imaging

Campaign Deliverables:
Strategy/Theme/Concept
Informercial video/TVCs  in various lengths & languages
ATL: print ads for various media
BTL: Info brochure + all supporting collateral
Testimonial interviews/copy
Photography/Digital imaging

The TV commercial / informercial

Chapter 1 - “Restart”
The rehabilitation process begins with the Prison Officers and SCORE Officers, who are tasked to RESTART the inmates' lives during their incarceration.  (Can’t load? View on YouTube)

Chapter 2 - “Relearn”
Two months before their release from prison, volunteers from CARE Network agencies help ex-offenders RELEARN the first steps towards starting a new life. (Can’t load? View on YouTube)

Chapter 3 - “Rebuild”
Companies and business owners provide job opportunities for sincere ex-offenders to help REBUILD their careers and support the industries in prison managed by the Singapore Corporation of Rehabilitative Enterprises (SCORE).
(Can’t load? View on YouTube)

Read about the making of the TVCs here

The print ads & other supporting collateral
Every yellow ribbon tells a different story. The concept for print was to use the yellow ribbon to reflect the various challenges for each phase.

In RESTART, a much tangled and clumped up yellow ribbon reflects the challenges the Prison Officers had to face, and their role in helping ex-offenders unravel their past mistakes.

In RELEARN, a tight knot was used to symbolise the role of Volunteers, of how they are constantly helping ex-offenders untie themselves from their past.

For REBUILD, a wavy loop represents the tough journey ahead for ex-offenders and how often they are tempted to u-turn back to their past.

(To be updated! More coming soon!)