PR CAMPAIGN

OUR AGENCY

Alfian Ridwan
S10165512D

Jilliane Lee
S10164920D

Samantha Lork
S10165727D

Jean Yeo
S10164199H
 SECONDARY RESEARCH
Case Study

Society must free ex-offenders from second prison

The Straits Times | 14 July 2016

Ex-offenders in Singapore are more likely to get
rejected from a job
Stigma that ex-offenders do not change, affects
employers when hiring.
May affect how they are treated in the workforce if
they are employed.
 SECONDARY RESEARCH
Events

Yellow Ribbon Prison Run

Yellow Ribbon Community Art Exhibition
Yellow Ribbon Songwriting Competition
Yellow Ribbon Appreciation Dinner
Yellow Ribbon Heartland Malls Outreach
 SECONDARY RESEARCH
Social Media Analysis
Facebook

80,633 likes

Twitter

292 followers

Instagram

1,268 followers

Youtube

183 Subscribers
PRIMARY RESEARCH
PRIMARY RESEARCH
PRIMARY RESEARCH
PRIMARY RESEARCH
 SWOT ANALYSIS
Strengths

Most nationally recognised organisation

for ex-offenders
Initiated by a strong network of
government organisations/bodies
Annual events have loyal supporters and
high turnout
Incorporation of current trends into run
 SWOT ANALYSIS
Weaknesses

Weak social media presence on Twitter

and Instagram
Lack of publicity especially through
mainstream channels
Only one main well-known event
Remaining events are do not cater every
audience
 SWOT ANALYSIS
Opportunities

Increase online presence

Form affiliations with top influencers
Venture to schools and offices
Collaborate with more popular brands
 SWOT ANALYSIS
Threats

Target audience may perceive helping ex-offenders as

less serious
Decreasing usage of Traditional Media
The prevailing economic downturn
 TARGET AUDIENCE
Primary Audience
Youths & Young Adults
16-35
Males & Females
All Ethnicities
Allowance of $200-$1000/
Income level of $900-$5000
N Level Education & Above
Residing in Singapore
Basic English Literacy
 TARGET AUDIENCE
Secondary Audience

Working Adults
36-60
Both Genders
All Ethnicities
Income level of $4K and above
Secondary School Education Level & above
Residing in Singapore
Basic English Literacy
PROBLEM IDENTIFICATION & STATEMENT
Singaporean youths are not contributing enough towards the
reintegration of ex-offenders into society due to low awareness of the
Yellow Ribbon Project and what events they carry throughout the year.

Singaporean youths are unaware of what ways they can contribute to

the Yellow Ribbon Project
Singaporeans are unaware of the Yellow Ribbon Projects other
campaigns

The Yellow Ribbon Project is not receiving enough financial or voluntary

help
GOAL STATEMENT & OBJECTIVES
Goal Statement
To strengthen The Yellow Ribbon Projects presence
amongst Singaporeans especially the youths and young
adults and encourage them to accept the reintegration of
ex-offenders in society.
 GOAL STATEMENT & OBJECTIVES
Objectives: Awareness
To raise awareness of the Yellow Ribbon Project amongst
youth, young adults and Singaporeans overall by building a
stronger social media presence, as well as employing offline
media
GOAL STATEMENT & OBJECTIVES
Objectives: Attitudinal

To remove social stigma of suspicion and

discrimination and generate towards ex offenders
To rebrand the image of the Yellow Ribbon Project
from being a mature organisation to being a more
current organisation
GOAL STATEMENT & OBJECTIVES
Objectives: Behavioural

To increase participation amongst the general public in

more of the Yellow Ribbon Projects events and
campaigns , as well as the increase the amount of
donations.
To drive traffic to the Yellow Ribbon Project social
media platforms, and continue promoting the
organisation on their social media
 KEY CAMPAIGN MESSAGE
Acceptance from the community is key for
ex-offenders to start anew
 MESSAGE STRATEGY
1) It is equally important for ex-offenders to
be forthcoming as it is for the community to
be accepting.
 MESSAGE STRATEGY
2) Re-integration into society hinges on
providing opportunities for ex-offenders to
contribute to society, which will empower
them with a stronger sense of contentment.
 MESSAGE STRATEGY
3) Community support is also crucial as a
source of strength for ex-offenders to start
afresh.
 MEDIA STRATEGY
Tier I Platforms
Traditional Media: Social Media: Influencers:
The Straits Times Facebook Wang Weiliang
The Business Times Twitter Benny Seteo
Teenage Instagram
Benjamin Kheng
8 Days Snapchat
987FM YouTube
Class 95FM
Channel News Asia
Channel 5
 MEDIA STRATEGY
Tier II Platforms

Print: Radio: TV: Magazine:

Lian He Zao Bao One FM Channel U iWeekly
The New Paper KISS 92FM Channel News Asia U-Weekly
LOVE 97.2FM Channel 8
GOLD 905FM
883 JiaFM
Lush 99.5FM
 ACTION STRATEGY
Public Education

To educate the public about the Yellow

Ribbon Project and the campaigns leading
up to Yellow Ribbon Run
 ACTION STRATEGY
#NoOffenceButI
To start a trend of people acknowledging that
everyone makes mistakes and ex-offenders
are willing to admit their past doings to start
anew
 ACTION STRATEGY
Promote Advocacy Through Digital Platforms

To increase online presence on social media

to engage more audience
TACTICS
School Talks

The aim of the talks is to raise

awareness among our target
audience, the younger
generation, and get them to be
more engaged with the
organisation by participating in
the Yellow Ribbon Projects
events and campaigns.
 TACTICS
Office/School Crashes

#NoOffenceButI
transparent walls will be
placed for workers, students
to write what they have done
wrong.
 TACTICS
Office/School Crashes
At the office crashes, bumper
stickers that consist of our logo and
tag line will be given out, which
would help recipients to further
recall the purpose of the Yellow
Ribbon Project and be more
encouraged to donate or contribute
to the organisation.
 TACTICS
Guerilla Marketing Free the Stars
The whole campaign aims to
engage the public to let them
know about Yellow Ribbon
Project in a fun way, recognise
Weiliang as the new
ambassador and drive traffic
to Yellow Ribbon Projects
social media.
 TACTICS
Buskers to sing yellow ribbon song, song written by ex-offenders

To increase awareness
and attract the attention
of our target audience
Work with local buskers
around Singapore in May
TACTICS
Media Drop
This media drop will be locked
and can only be opened with a
4-digit passcode provided by a
pre-matched ex-offender
present at our launch party
later, which the recipients will
come to know about via an
invitation attached to the drop.
 TACTICS
Media Launch Party

Happening in mid-May
Sequel to our media drop
Graffiti wall, attendees
will be encouraged to
scribble and doodle their
confessions of past
mistakes and regrets
 TACTICS
#NoOffenceButI Social Media Campaigns

#NoOffenceButI is our key campaign whereby

everyone in society including ex-offenders will
confess something they have done that they are
not proud of.
 TACTICS
#NoOffenceButI Social Media Campaigns
 TACTICS
#NoOffenceButI Social Media Campaigns
 TACTICS
Hiring ex-offenders vs hiring non ex-offenders video campaign

The aim of this campaign is to see if

there is a change of perception and
attitude by employees to employ an
ex-offender versus a non
ex-offender.

Released on Yellow Ribbon Projects

YouTube channel and their other
social media platforms in July.
 TACTICS
Featured Profiles of Ex-offenders on Newspapers

Occurring between 31 July to 1 September

Relevant News Channels will publish a page dedicated to profiles on
ex-offenders once a week, in anticipation of the Yellow Ribbon Run.
Highlight a few inspirational stories of past convicts who have
turned over a new leaf, written in a personal tone. This will gain a
closer look into who are unsure of what ex-offenders go through and
how they overcame their obstacles in life.
 TACTICS
The Yellow Ribbon Run

The Yellow Ribbon Run is the main event of which most

of our events intend to lead to it is the penultimate
event where people of all ages and ethnicity come
together to run in an effort to understand and spread
awareness of how the stigma of ex-offenders is not good
 TACTICS
Yellow Ribbon Run - Cook Off

After the run, the event will continue with a cook off in a
tentage area at the same venue. Race participants will get
to witness a battle between two trained chefs, one of
whom is a past offender, each whipping up 3 dishes with
the same key ingredients.
 TACTICS
Yellow Ribbon Run - Cook Off
 TACTICS
Yellow Ribbon Run - Snapchat Geotags

Live stream of what is happening at the run

using the geotag feature, so as to generate

buzz on social media for it

On 3rd September, all snapchat users will be

able to access the Yellow Ribbon filter

 TACTICS
Flea Market

Carried out on the 11 - 12 of November.

Stalls will be managed by ex-offenders
selling their original handmade
products and food
Purpose: Allow ex-offenders to
showcase their skills and for public
appreciation and support.
 TACTICS
The Gift Of Acceptance
Seasonal campaign called
The Gift of Acceptance.
Booth set up from 22 to 25
December
Put up a fake tree along with
other Christmas decorations,
Passers-bys encouraged to
attach yellow ribbons on the
tree.
Symbolise that society
accepts ex-offenders for who
they are.
 IMPLEMENTATION PLAN
Mar - April: School Talks & Office Crashes
May: Free The Stars, Collaboration with Buskers, Media Drop and Media Launch Party
Start of #NoOffenceButI (Till 31 Dec)
Jun - Jul: Profiles on Runners
Jul: Video Guerilla Marketing
Jul - Sept: Featured Profiles on ex-offenders
Aug: News Release
Sept: Yellow Ribbon Run, Snapchat Geotags and Cook Off
Nov: Flea Market
Start of #GiftofAcceptance (Till 31 Dec)
Dec: #GiftofAcceptance Christmas Event
 EVALUATION PLAN
Engagement of Public Compare volunteers and donors
from the past years
Reintegration of ex-offenders into society Check up with companies and
compare
from career aspect
Send out a Survey

Educate the Public Measure the subscribers,

followers, etc on the various social
Greater Online Presence media channels
 BUDGETING
ACTIVITY COST

Office Crash $1,800

Guerilla Campaign - Free The Stars! $13,210

Collaboration with Buskers $539.08

Media Drop $842.57

Media Launch Party $3,915.50

#NoOffenceButI $3000

Video Campaign $225

Yellow Ribbon Run Cookoff $580

Snapchat: Geotag $1,668.41

Flea Market $1,420

#TheGiftofAcceptance Christmas Event $6,859

TOTAL COST $34,059.56

THANK
YOU!
(QnA Time )