Everyday Transit media, i.e. bus stops, were selected as they were perfect in terms of visual impact, fit into a tight budget, and offered higher frequency of engagement, something that was hard for consumers to ignore.

Interactive panels at bus stops were used to host ex-offenders’ creative work, which not only drew attention, but also evoked empathy and positive response

People could download music videos/ tracks composed by ex-offenders and take photos in special photo booths to show their real support to Yellow Ribbon Project.

Tapping their phones on the interactive canvasses, commuters could send encouraging quotes, which also appeared on the bus stops.

We planned our campaign to take place during the annual Yellow Ribbon Run to amplify its effect, maximize its impact and give the cause the pinnacle it required. Thousands participated and showed their support doing exactly what we wanted: getting real actions from consumers.

And it worked.

In just two weeks almost 6,000 photos were uploaded in support of the Project.

More than 1,200 likes on our Facebook page.

And thousands of motivational messages, video downloads, amounting to more than 19,000 digital interactions.

Thousands of people poured into the streets of Singapore to demonstrate their support for ex-offenders during the YRP run.

We managed to get the community to act, proving that kindness is contagious; that people are ready to forgive and help ex-offenders find their way in their new journey.

Singaporeans proved that they really care about giving ex-offenders a second chance.