Building on the sustained success of the Yellow Ribbon Project (YRP), the Singapore Prison Service (SPS) continued in 2008 to strengthen the campaign’s brand and reinforce the link between YRP and SPS’ mission of ensuring that Singapore is a safer place to live in.The YRP, held for the fifth year, is a concerted effort to create community awareness, acceptance and inspire support for the rehabilitation and reintegration of ex-offenders. In addition, the YRP hopes to encourage ex-offenders to step forward to participate in the YRP activities and to share their struggles, motivations, and successes.

The launch of YRP 08 at the press conference drew strongly on both rational and emotional aspects of the campaign. Key appointment holders discussed the bigger picture of the campaign’s contribution to Singapore’s safety, reaffirming SPS’ mission. The choice of venue in front of the old Changi Prison wall gave the event an extra touch of realism.In addition to leveraging YRP events, the team also developed a separate media plan to highlight “Heroes” of YRP. All YRP spokespersons also attended a highly successful media workshop prior to the events to equip them with skills and techniques to present and share consistent YRP messages.

A media teaser in the form of a jigsaw puzzle informed the media about the start of YRP. The first half of the teaser included an invite to the press conference and the second half was made up of highlights of upcoming events. The puzzle signified the message of how everyone can come together to complete the picture of successful reintegration for ex-offenders.

The YRP achieved excellent results, surpassing 2007’s results in terms of media coverage generated over the year. Overall, the team secured 127 hits in all the local print, broadcast and online media. The total advertising value equivalent of the coverage was S$1.06 million or over S$3.2 million in PR value. Compared to 2007 achievements, the team attained 30 percent more media hits and 23 percent more PR value for YRP 08.In addition to event based coverage, the team also secured talk show spots on primetime programmes, such as Good Morning Singapore on Channel 8 and Primetime Morning on the regional Channel NewsAsia, to discuss YRP’s overarching messages and goals.

The extensive coverage also gave the news audience a chance to learn about how active support for the YRP cause positively impacted lives of many ex-offenders and their families. A full 360 degree view was presented by ex-offenders and inmates who voiced their commitment to leading responsible lives, employers (who shared proven track records of ex-offenders who had risen through the ranks) and the community which affirmed their conviction about the capabilities of ex-offenders.