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PUBLIC RELATIONS CAMPAIGN

The Yellow Ribbon Project

Muhammad Alfian bin Ridwan S10165512D

Jean Yeo S10164199H

Jilliane Lee S10164920D

Samantha Lork S10165727D

Mass Communication
Mr Najib Ahmad
P206
CONTENT PAGE

1. Executive Summary (Page 2)


2. Research Findings & Analysis

a. Secondary Research (Page 3-5)

b. Primary Research (Page 6-11)

3. Target Publics (Page 12-13)

4. Problem Identification & Problem Statement (Page 14)

5. Goal Statement & Objectives (Page 14-15)

6. Strategies

a. Message Strategy (Page 16-18)

b. Media Strategy (Page 19-27)

c. Action Strategy (Page 28)

7. Tactics (Page 29-37)

8. Implementation Plan (Page 38-45)

9. Evaluation (Page 46-49)

10. Budget (Page 50-53)

11. Appendix (Page 54-96)

12. Works Cited page (Page 97-100)

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EXECUTIVE SUMMARY

The main idea of this proposal is to initiate several phases of campaigns to create opportunities

for the public, especially youths and young adults to get to know more about the Yellow Ribbon

Project and act to the call for action by the Yellow Ribbon Project. Examples would be

conducting various events, improving the content of the organisations social media platforms to

better cater to our primary audience of 16 - 35 years of age as well as several marketing stunts.

The Yellow Ribbon Project is recognised as an official society on 2004 by the Community Action

for the Rehabilitation of Ex-Offenders (CARE) Network and has been running since then.

After our secondary research, we have discovered that there is a lack of contributions be it via

donations or volunteering. There is also a lack of awareness from the younger generation, who

would eventually gain the decision making power in society.

We found out that the Yellow Ribbon Project has a substantial amount of followings on social

media such as Facebook and Instagram but has a low social media following on Twitter, a

popular platform among our primary audience. Their call to action has not impacted the public

fully as it does not have effective reach due to a weak online presence. It is imperative to find

out the communitys recognition of the organisation and which channels from which the Yellow

Ribbon Project is effective in communicating.

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RESEARCH FINDINGS & ANALYSIS

a. Secondary Research

CASE STUDIES

Society must free ex-offenders from 'second prison'

The Straits Times | 14 July 2016

The article talks about how ex-offenders in Singapore are more likely to get rejected from a job

position because of their past. It also talks about the stigma that ex-offenders do not change,

and how that affects employers when they consider hiring ex-offenders. Besides that, it also

talks about how the stigma may affect how they are treated in the workforce if they are

employed.

EVENTS

Yellow Ribbon Prison Run

The Yellow Ribbon Run is an annual main event organised to increase public awareness and

acceptance of reintegrating ex-offenders into society.

Yellow Ribbon Community Art Exhibition

The Yellow Ribbon Community Art Exhibition aims to raise awareness on giving ex-offenders

second chances. It also provides a platform for ex-offenders to express their opinions, hopes

and aspirations through art, showcasing their talents and reach out to society.

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Yellow Ribbon Songwriting Competition

The Yellow Ribbon Songwriting Competition provides opportunities for ex-offenders to express

their feelings and dedicate messages to their loved ones through music and songwriting.

Yellow Ribbon Appreciation Dinner

The Yellow Ribbon Appreciation Dinner is held to thank partners who had contributed to the

Yellow Ribbon Project campaign. Additionally, it also serves as a platform to form potential

partnership in the future.

Yellow Ribbon Heartland Malls Outreach

Yellow Ribbon Project Heartland Malls Outreach is a series of roadshows and exhibitions

nationwide in heartland shopping malls. It aims to relate to the message of giving second

chances to ex-offenders amongst the community via activities at the event.

SOCIAL MEDIA ANALYSIS

FACEBOOK

The Yellow Ribbon Project Singapore has a Facebook account with relatively high engagement.

It has 80,633 likes on its Facebook page and it is effective as it links the user to other media

platforms such as their website and the twitter page. They also post regularly everyday and

upload many pictures and videos from every event.

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TWITTER

The Yellow Ribbon Project Singapore has a twitter account however it has relatively low

engagement as compared to other organisations in Singapore. They have 292 followers on

twitter and a total of 2,213 tweets. The twitter account is not linked to the official website, but it is

linked to the Facebook page.

INSTAGRAM

The Yellow Ribbon Projects Instagram account has 1,268 followers and 1,066 posts. It is

heavily saturated with posts covering their main event, The Yellow Ribbon Prison Run and is not

linked on their official website or Facebook page. On the Yellow Ribbon Projects Instagram,

they host contests and campaigns on their instagram account in conjunction with their events to

engage their followers, as well as the generous use of hashtags. Some examples of such

hashtags are #YRSelfie, #ShareYRMemories from past Yellow Ribbon Prison Runs to win slots

and #YRSecondChance which is their new campaign for 2016.

YOUTUBE

The Yellow Ribbon Projects YouTube account has 183 Subscribers and they constantly upload

videos. Their YouTube account however, is not linked on official website but is linked on their

Facebook page. The account has a relatively small following considering its long existence on

YouTube since 2008.

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b. Primary research

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7
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SWOT ANALYSIS

Strengths Weaknesses

- Most nationally recognised organisation in - Weak social media presence on Twitter


aid of ex-offenders, symbol of yellow (292 followers and 2,213 tweets since
ribbon is also easy to recognise February 2013) and Instagram (1,268
followers and average of 15-20 likes per
- Is initiated by a strong network of post) which are popular platforms among
government organisations/bodies, all of youths
which play a major role in the
rehabilitation of ex-offenders and grant - Lack of publicity especially through online
the Yellow Ribbon Project access to media, such as social media channels
extensive resources and expertise in the
area - Only one main well-known event the
Yellow Ribbon Run
- Some annual events have loyal
supporters and high turnout, such as the - Remaining events do not cater to every
Yellow Ribbon Run, which had 9000 audience segment as a whole, no
runners and 11% repeat participants in particular events that target only a specific
2016 (The Yellow Ribbon News target audience
December 2016)

- Incorporation of current trends into their


events, such as the Running Man
Challenge and Pokemon Go! during the
Yellow Ribbon Run

Opportunities Threats
- Increase online presence through social - Target audience may perceive helping
media campaigns that will help Yellow ex-offenders less serious in comparison to
Ribbon Project to gain more active other causes, such as Hair for Hope or
followers, receive more positive SPCA, and may see it as just doing CIP
comments, etc.
- Decreasing usage of Traditional Media
- Form affiliations with top influencers to could limit the Yellow Ribbon Projects
influence target audience through AAB efficiency of spreading their message,
only 31.6% of our surveyees use
- Venture to schools and offices to increase traditional media often on a daily basis as
awareness of the Yellow Ribbon Projects well as a lack of outreach to the target
among target audience through talks or audience
collaborative programmes
- The prevailing economic downturn, which
- Collaborate with more popular brands has already led to a decrease in
amongst target audience to endorse the donations for charities like Make-A-Wish
acceptance of ex-offenders Foundation Singapore and Singapore Red
Cross

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TARGET DEMOGRAPHICS

Primary Target Audience

YOUTHS

Demographics 16-25
Both Genders
All Races
$200 - $1K Income
N Level Education and Above
Both Students and Working Adults
Single, Married or Divorced
Residing in Singapore
Basic English Literacy

Psychographics Open Minded and Receptive to New information


Enjoy spending time with friends and family
Compassionate, generous
Frequent social media user
Enjoys following and keeping up with current trends

YOUNG ADULTS

Demographics 26-35
Both Genders
All Races
$900 - $5K Income
Minimum secondary school education
Both Students and Working Adults
Single, Married or Divorced
Residing in Singapore
Basic English Literacy

Psychographics Mature and open minded


Busy schedules
Workaholics
White collar jobs
Interested in volunteering with non-profit organisations

Our primary target audience are youths and young adults as they are the younger generation

that represent the future of society. In a few years time, they will have majority of the spending

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as well as decision-making power. One of the main problems is also the lack of young

volunteers, so focusing on youths may help to increase the number of volunteers at events.

Secondary Target Audience

ADULTS

Demographics 36-60
Both Genders
All Races
$4K - $15K and above
N Level Education and Above
Working Adults
Single, Married or Divorced
Residing in Singapore
Basic English Literacy

Psychographics More traditional


Mature
Enjoy spending time with family
Busy Schedules
Tend to be Workaholics
White collar jobs
In touch with current news affairs
Interested in non-profit organisations

Our secondary target audience will consists of adults in the work force, as the hold majority of

the current spending and decision-making power in society. Since one of our main problems is

the lack of funding by donations from the public, we are targeting older adults with a higher

spending power to increase the number of monetary donations to the Yellow Ribbon Project.

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PROBLEM IDENTIFICATION

Singaporean youths are unaware of what ways they can contribute to the Yellow Ribbon

Project besides participating in the Yellow Ribbon Run

Singaporeans are unaware of the Yellow Ribbon Projects other campaigns and events

because of their lack of a strong online presence.

The Yellow Ribbon Project is not receiving enough financial or voluntary help from

Singaporeans, especially those from the younger generation.

PROBLEM 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.

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.

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Objectives:

Awareness

To raise awareness of Yellow Ribbon Project amongst youth, young adults and

Singaporeans overall by building a stronger social media presence, as well as employing

offline media.

Attitudinal

To remove social stigma of suspicion and discrimination and generate towards ex

offenders

To rebrand the image of Yellow Ribbon Project from being a mature organsiation to

being a more current organisation

Behavioural

To increase participation amongst the general public in more of the Yellow Ribbon

Projects events and campaigns from 9,000 to 11,000, as well as the increase the

amount of donations from $123,610 to $135,000.

To drive traffic to Yellow Ribbon Project social media platforms, and continue promoting

the organisation on their social media channels in hopes to increase the overall

followers, especially on Twitter from 292 to 500 followers.

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MESSAGE STRATEGY

Acceptance from the community is key

for ex-offenders to start anew

1) It is equally important for ex-offenders to be forthcoming as it is for the community to

be accepting.

True acceptance of ex-offenders can only come when the community recognises their past

offences, but chooses not to define them by just that. For this to happen, ex-offenders need to

first be upfront about their criminal record and show that they have repented, and be received

by a forgiving community that is ready to look past their mistakes and offer them a second

chance.

In Singapore today, ex-offenders still face social stigma due to having s erved time behind bars.

The physical and emotional toll that this takes on them can often be more hurtful than actual

incarceration and effectively imprisons them to suspicion, mistrust and discrimination.

This is especially relevant when it comes to employment. Many ex-offenders have found that

coming clean about their record often ends in countless failed job attempts. Such was the case

for Paul, who would get rejected from interviews every time he was honest about his previous

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five-year jail term, giving him no choice but to resort to concealing his past for a warehouse

position, out of desperation for a job.

Benny Se Teo, founder of Eighteen Chefs and ex-convict, also noted that in our society, there is

a lapse where you may never be able to live a normal life or reintegrate into society once you

have a criminal record.

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.

The number of employers registered with SCORE increased 7%, from 4,433 to 4,745. In

addition, 2,042 inmates secured a job prior to their release in 2015, a 9.5% increase from the

1,865 in 2014.

This reflects societys increasing acceptance and support for ex-offenders rehabilitation and

reintegration, which is a requisite for acceptance.

Director of the Singapore Prison Service (SPS) Community Corrections Command unit, Mr

Rockey Francisco Jr, said that it is important for ex-offenders to obtain stable employment,

because it reduces the risk of falling back again into crime.

When ex-offenders sense that their contributions are valuable to society, it helps them feel truly

integrated, gives them the confidence to move on and motivates them to develop their skills set

and achieve more.

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Our campaign aims to further encourage society to break down the set employment barriers and

accept ex-offenders who re-enter the workforce as well as open up job positions in their

companies for them.

3) Community support is also crucial as a source of strength for ex-offenders to start

afresh.

Beyond the workforce, it is also imperative for the community to make ex-offenders feel a sense

of belonging and regard them as equals. This ensures that ex-offenders can rest in the

knowledge of having a strong source of support and place of acceptance to come home to.

Criminologist Fergus McNeill said that reintegrating ex-offenders into society can only be

successful with a community that is prepared to accept them as changed people when they

return. For individuals with more severe criminal offences, it is even more critical for volunteers

and community members to befriend them and provide them with the necessary financial and

emotional assistance to prevent them from lapsing back to crime, says Second Minister for

Home Affairs Masagos Zulkifli.

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MEDIA STRATEGY

Media Platforms: Traditional

We chose to use radio, television and newspaper platforms as it appeals to the majority of our

target audience.

Tier 1 Media Channels:

PRINT

The Straits Times

The Straits Times is a popular English newspaper in Singapore with 1.26 Million people over the

age of 15 read the Strait Times and an average of 337,459 papers in circulation daily. Half of its

readers, are professionals, managers, executives and businessmen (PMEBs). They also won

Gold for their website in 2012 for the Wan-Ifra Asian Digital Media Awards as well as the Best

Cross Media Story of the Year and Best Digital Package in 2016 meaning that they hold a

strong online presence and are able to reach out to both our primary and secondary target

audiences.

The Business Times

The Business Times is an English newspaper in Singapore that has a daily average circulation

of 36,000. It caters to a target audience of 20 to 50 and above, with over half of its readers

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(58.4) being 40 and above, that is in line with our secondary target audience. It also runs online,

which means that it would have a greater outreach to our target audiences.

Teenage

Teenage is the first and leading youth magazine in Singapore, delivering the latest in

entertainment news, music trends and pop culture. The reader demographic of Teenage is right

in line with our primary target audience, allowing us to connect with them effectively.

8 Days

8 Days is a weekly guide with the latest showbiz and lifestyle updates. It is a family-friendly

magazine targeted at youths and working adults, with 134,000 readers weekly and over half of

them, 52% being PMEBs or white-collar workers. Hence, Yellow Ribbon Project will be able to

reach out to our target audience through 8 Days.

RADIO

987FM

987FM is an english radio station that caters to the youth demographic and plays the top 40 hits

from Singapore, U.K. as well as USA. Though it is not the most popular station in Singapore,

ranking at eighth place on the top radio stations chart, it is most popular among youths and

young adults. As our target audience are youths, it would be most relevant to broadcast on this

radio channel.

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Class 95FM

Class 95FM is Singapores number one English radio station. Its primary target audience are

Singaporeans aged 25 - 40, which also falls in line with our target demographic of young adults

aged 26 -35. Their listenership will help The Yellow Ribbon Project appeal more towards

working adults as it is catered for that audience.

TELEVISION

Channel News Asia

Channel News Asia is Singapores most popular English language news channel. Its target

demographics enjoy keeping up with the latest news stories and is more catered to the older

generation. It also holds an online presence, having their own website as well as social media

channels such as Facebook, YouTube and Twitter. Thus it would be an effective platform to

reach out to our target audiences, especially our secondary target audience. Our campaign will

be broadcasted on programmes such as Singapore Tonight and Primetime News to effectively

reach out to our target audiences.

Channel 5

Channel 5 is Singapores most popular English television channel that reaches out to both the

younger and older generation, ranging from youths aged 16 to adults aged 50. It has over a

million views with certain programmes reaching more than two million views in 2015. In the

same year, Channel 5 also rebranded itself to better fit its younger demographics of 16 to 34.

Our campaign will be broadcasted on programmes such as News 5 Tonight to effectively reach

out to our target audiences. Their demographic caters to both our primary and secondary target

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audience which would help ensure our campaign would be more effective if broadcasted on

Channel 5.

Media Platforms: New media

We chose to focus on reaching out via popular social media platforms such as Facebook,

Twitter, Instagram, Snapchat and YouTube.

According to our research, 64% of singaporeans are active mobile social users. Hence we

decided to use these social media platforms to reach out to our target audiences, as more than

half the population is using it.

Facebook

70% of Singaporeans uses Facebook. 34% of people who use Facebook is people aged 20-29

years old in Singapore followed by 28% who are 30-39 years old. Those aged 13 -19 holds 8%,

40-49 holds 16% and 50-59 holds 9% of the whole population who uses facebook. Since the

two highest age gap who uses Facebook are our target audience, we decided to use facebook

as it is effective to spread our message across.

Facebook is also the top social media network in Singapore with 3.8 millions registered users, and it

is a preferred Business-to-Business social marketing platform in Singapore.

Twitter

According to Visakan Veerasamy, there are over 255 million monthly active users on Twitter in

2014. There are over 500 million tweets are sent per day. According to digital influence lab, 54%

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of Singaporeans uses Twitter in 2014. Therefore this shows that Twitter has a relative large

engagement by Singaporeans in the recent years, making it a potential platform for us to reach

a wider audience.

Instagram

Instagram has overtaken Twitter to become the 2nd most popular social media networks in

Singapore. Instagram is also a great platform to reach out to our target audience as 75% of

Instagram users take action, such as visiting a website, after looking at an Instagram advertising

post. According to Instagram Advertiser statistics, 60% say that they learn about a product or

service on the platform, and 75% of Instagram users take action, such as visiting a website,

after looking at an Instagram advertising post. Therefore, Instagram is a statistically sound place

to invest our time and energy.

Snapchat
Snapchat is a rising 60% of Snapchat's users are 13 to 24 years old. Similarly, 63% of snapchat

users are 18 - 34 year olds, therefore it consists of our primary target audience which makes it an

effective platform for us to use to reach out to them. In addition, Snapchat ads are seen anywhere

between 500,000 to a million times per day.

YouTube

50% of Singaporeans have a youtube account, 76% penetration rate and individuals in

singapore spent at least 11.6 hours on youtube monthly. The average minutes for Singaporeans

who use Youtube is 1011.0 mins for those aged 15-24 ,603.3mins for 25-34, 512.4mins for

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35-44, 647.6mins for 45-54 and 700.8mins those aged 55 and above. Therefore, with the high

usage of youtube among our target audience we decided to use youtube as a platform to reach

out to them.

MEDIA AMBASSADOR PROFILES

Wang Weiliang

Wang Weiliang is a popular social media influencer that has over 119k followers in Instagram,

39.5k followers on Twitter and more than 36k likes on his Facebook page. He is managed by

Fly Entertainment and has starred in the popular Singaporean local film, Ah Boys To Men.

Benny Seto

Benny Seto is a ex-offender turned chef and entrepreneur who started up his own company,

Eighteen Chefs, that hires ex-offenders as members of his workforce in his restaurant chain.

Eighteen Chefs has over 23,000 likes on their Facebook page and over 2,000 followers on

Instagram.

Benjamin Kheng

Benjamin Kheng is a popular singer and actor, most famous for being part of the 4 member

local band, The Sam Willows. He has over 169,000 followers on Instagram, with more than

18,300 followers on Twitter and over 21,000 subscribers on his YouTube channel, with The

Sam Willows YouTube channel having almost 30,000 subscribers.

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Tier 2 Media Channels:

PRINT

Lian He Zao Bao

The New Paper

RADIO

One FM

Kiss 92FM

LOVE 97.2 FM

GOLD 905FM

883JiaFM

Lush 99.5FM

TELEVISION

Channel U

Channel News Asia

Channel 8

MAGAZINES

iWeekly

U-Weekly

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ACTION STRATEGY

9 Month Programme Period: March - December 2017

1) Public education

To educate the public about Yellow Ribbon Project and the campaigns leading up to YRR

2) #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

3) Promote Advocacy Through Digital Platforms

To increase online presence on social media to engage more audience

4) Engage The Media

To attract more earned media space to inform the public about our campaign

5) Engage More Youths

To attract more youths in participating in Yellow Ribbon Project projects

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TACTICS

School Talks
In the first 2 months of our programme period, we will collaborate with secondary schools to

conduct talks about ex-offenders in Singapore, as well as about the Yellow Ribbon Project and

what we do. 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.

(Refer to appendix A)

Office Crashes
The office crashes will take place throughout the month of March to April at top financial

companies like, Hong Leong Finance Limited , as well as smaller organisations like, Donald

Mcarthy Trading Pte Ltd. It targets professionals who have the spending power to donate to the

Yellow Ribbon Project as well as smaller companies who would be more open to hiring

ex-offenders. 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.

(Refer to appendix B)

Guerilla Campaign Free the Stars!


A guerilla campaign will be held along Orchard Road on 13 May 2017, where a striking yellow

and black model of a prison cell will be set on the streets, with artiste Wang Weiliang acting as

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the criminal trapped on the inside. The campaign will be promoted on Yellow Ribbon Projects

Instagram account and engage a minimum of 300 members of the public to follow Yellow

Ribbon Project, as well as like the featured post and leave a comment in order to free Weiliang.

Once he is freed, The participants can then have an exclusive meet and greet session with him.

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.

(Refer to appendix D)

Buskers to sing yellow ribbon song, song written by


ex-offenders
To increase awareness and attract the attention of our target audience, we will work with local

buskers around Singapore in May. These buskers who are normally seen at high traffic areas

such as Orchard Road and underground passageways will perform Tie A Yellow Ribbon Round

The Old Oak Tree with their own flair, as well as winning songs from past editions of the Yellow

Ribbon Songwriting Competition. They will be filmed by a freelance videography crew and we

will combine performance footage of the different buskers to form part of a campaign video. We

will also be generating publicity for these performances on the days leading up and during the

actual performance itself, by posting photos and short snippet videos on Yellow Ribbon

Projects Facebook, Twitter and Instagram. There will also be a board placed in the area where

people can write about their past doings using the #NoOffenceButI.

(Refer to appendix E & B)

Media Drop

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After conducting our guerilla marketing at Orchard, we hope to capture the interest of our tier 1

and tier 2 media channels by sending a media drop in mid-May to the representatives and

ambassadors we have selected to cover our campaign. 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. Enclosed in the drop are a copy of the news release, a blank placard for them to write a

confession with #NoOffenceButI, as well as a yellow marker. The drop will also contain a ping

pong ball with a number, which will enter the recipients into a lucky draw with a $1500 cash

prize at our media launch party in May at the Aliwal Arts Centre. The purpose of the media drop

is to allow the different media channels to have a better understanding of our campaigns

messages, vision and mission as well as update them about future events that the Yellow

Ribbon Project will be running throughout the duration of this campaign.

(Refer to appendix F)

Media Launch Party


This is a party to inform and engage the media and ambassadors on our #NoOffenceButI

campaign slated for the end of May to December. The actual party will be happening in mid-May

at Aliwal Arts Centre and will be a sequel to our media drop, where media representatives and

ambassadors who have received it will have to find the ex-offender who possesses the key to

unlock their media drop. There is also a press conference lined up, where the media will get to

ask us and representatives from Yellow Ribbon Project any questions they have regarding

#NoOffenceButI, but also on the Project in general. Finally, there will be a graffiti wall, which all

attendees will be encouraged to scribble and doodle on their confessions of past mistakes and

regrets, in the spirit of #NoOffenceButI.

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(Refer to appendix G)

#NoOffenceButI
#NoOffenceButI is our key campaign whereby everyone in society including ex-offenders will

confess something they have done that they are not proud of. Spanning across 29 May to 31

December, this movement will signify that everyone in society is in need of a second chance

and that no one is perfect, relating back specially to our message that forthcoming ex-offenders

and a forgiving community goes hand in hand. Through this campaign, we hope more people

will be accepting towards ex-offenders, making it easier for ex-offenders to be re-integrated into

society. We will drive publicity by actively trending this hashtag on social media platforms such

as Twitter, Instagram and Facebook, with a series of consistently themed posts.

(Refer to appendix H)

Hiring ex-offenders vs hiring non ex-offenders video


campaign
An actor will switch between playing the role of an ex-offender and an individual with a clean

record to try to get a job at malls such as Ion, Somerset and Bugis. 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. These scenes and reactions will be filmed by a hidden camera and

compiled to show the reality in our campaign video, which will be released on Yellow Ribbon

Projects YouTube channel and cross-promoted on their other social media platforms in July.

Employees that accepts the ex-offender for who he is and is willing to hire, will be notified that

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this is a campaign and be applauded by our crew, and this will be recorded from start to finish

on camera by a freelance video crew.

(Refer to appendix M)

Straits Times Ex-offenders Profiles


Between 31 July to 1 September, the Straits Times will publish a page dedicated to profiles on

ex-offenders once a week, in anticipation of the Yellow Ribbon Run. For each edition, we will

highlight a few inspirational stories of past convicts who have turned over a new leaf, written in a

personal tone. This will attract readers as they will gain a closer look into who are unsure of

what ex-offenders go through and how they overcame their obstacles in life.

(Refer to appendix I)

News Release
The news release consists of all the details on the upgraded Yellow Ribbon Run 2017 and

general information on the Yellow Ribbon Project, which will be disseminated to the various tier

1 and tier 2 news and online news channels on 24 August. The purpose of the news release is

to interest the news channels in publicising and publishing an article about our campaign,

focusing mainly on the upcoming Yellow Ribbon Run. This is to reach out to our secondary

audience, the older generation.

Yellow Ribbon Run Cookoff


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. The race participants can

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then try these dishes out and vote for who they feel is the better chef. Renowned chef and

ex-convict Benny Se Teo will also be invited as a special guest judge and the winner will be

decided by him and participants votes. This is to add another element of entertainment to the

Yellow Ribbon Run to enhance its attractiveness to the public and increase hype. We will be

heavily promoting this new addition to the run on Yellow Ribbon Projects social media, as well

as through the news release sent to tier 1 and 2 media channels.

(Refer to appendix J)

Snapchat: Geotag
On the day of our main event, The Yellow Ribbon Run 2017, we will collaborate with Snapchat

to have a live stream of what is happening at the run using the geotag feature, so as to generate

buzz on social media for it. This will attract our primary target audience and engage them to

endorse the event, as Snapchat is a popular platform among youths. On 3rd September, all

snapchat users will be able to access the Yellow Ribbon story where they can see videos and

pictures taken during the main running event and they will have access to a yellow ribbon

snapchat filter. This will be effective as users do not need to follow the Yellow Ribbon Projects

snapchat account to view the stories, making it convenient.

(Refer to appendix H)

Watermark and #NoOffenceButI header


In conjuction with the Yellow Ribbon Run, a Yellow Ribbon watermark template will be enabled

on the Yellow Ribbon website in late August for users to upload their pictures with the

watermark. Users can also download a #NoOffenceButI header background for Facebook and

Twitter and share the page with their friends. This will enable opportunities for growth in the

32
Yellow Ribbon Movement by spreading awareness and recognition online in using the

watermark consistently on Twitter, Instagram and Facebook.

(Refer to appendix H)

Flea Market
We will carry out the flea market on 11 and 12 November as a follow-up to the main event, the

Yellow Ribbon Run. The flea market will be held at the SCAPE Sky Terrace from 11am to 5pm

and stalls will be managed by ex-offenders selling their original handmade products and food.

25% of the earnings will go towards the Yellow Ribbon Fund. The purpose of this flea market is

to allow ex-offenders to showcase their skills and for the public to show their appreciation and

support. They will get to know about the event through posts on Yellow Ribbon Projects social

media.

(Refer to appendix K)

Orchard Road Christmas Tree - The gift of acceptance


During the Christmas season, we will introduce a seasonal campaign called The Gift of

Acceptance. There will be a booth set up in Orchard Road from 22 to 25 December, where we

will put up a fake tree along with other Christmas decorations, and passers-by will be

encouraged to attach yellow ribbons on the tree. This will symbolise that society accepts

ex-offenders for who they are. We plan to raise awareness of this campaign through our tier 1

and 2 media channels, as well as via our social media platforms and user-generated posts. This

emotional appeal will follow up and conclude our six months campaign, to create awareness

and help ex-offenders reintegrate back into society.

33
(Refer to appendix L)

EDITORIAL CALENDAR

Month Issue Title Sypnosis

March Something brewing at Yellow An introduction to what people can

Ribbon Run 217 expect at the Yellow Ribbon Run

2017

News coverage on cook off and

Benny Se Teo appearance at Yellow

Ribbon Run 2017

Apr The Reality Issues ex-offenders face in reality

Difficult for them to reintegrate back

into society

May #NoOffenceButI First introduction of the

#NoOffenceButI campaign

News coverage on Trapped cage

guerilla marketing event

June Why We Run Motivating stories of individuals

showing their purpose of participating

in the Yellow Ribbon Run

34
July Equal News coverage on our guerilla

campaign showing the inevitable

stigma ex-offenders face (Eg: Getting

a job being an ex-offender vs non

ex-offender)

Aug To be honest Straits Times will have profile stories

of different ex-offenders stories and

of them being honest about their

journey using the hashtag

#NoOffenceButI

Sep The Yellow Ribbon Run 2017 News coverage on overall main event

Yellow Ribbon Run

Oct Lives changed How the Yellow Ribbon Run gives

more opportunities to ex-offenders

as compared to before the Yellow

Ribbon Run was introduced

Nov Blessed to be a blessing Planned in conjunction with

Thanksgiving day in November

Will have ex-offenders share what

they are thankful for

Dec The Gift Of Acceptance News coverage on the

#TheGiftOfAcceptance campaign and

35
event at Orchard Road during

Christmas Season

IMPLEMENTATION PLAN

EVENTS/ACTIVITIES THINGS TO BE DONE DEADLINES MANPOWER

Contact School 17 February Jean

Administrators to get 2017

permissions to hold the

School Talks talks

Prepare the relevant 01 March 2017 Samantha


03 March - 28 April
logistics and slides for the
2017
presentation

Contact Office 17 February Jean

Administrators to get 2017

permissions to hold the

crashes and give talks to

Office Crashes the employees

Prepare the relevant 01 March 2017 Samantha


03 March - 28 April
logistics and slides for the
2017
presentation

Prepare the promotional

36
bumper stickers to be

given out

Email the administrator of 13 February Jilliane

Ngee Ann City to loan out 2017

the space for the event

Get promotional 28 April 2017 Alfian

collaterals ready for


Free The Stars -
marketing
Cage Guerilla
Prepare the cage for
Marketing at Orchard
marketing

Invite media channels to 5 May 2017 Jean

13 May 2017 cover the event

Set up the space with the 12 May 2017 Jilliane

cage and other

decorations

Contact buskers about 8 May 2017 Jilliane

interest in collaboration

Collaboration with Engage freelance

Buskers videography crew

Finalise set list

20 May 2017
Design #NoOffenceButI 12 May 2017 Alfian

37
tag to be worn by busker

and included in media

drop

Prepare items for the 19 May 2017 Alfian

Media Drop media drop

Send out the packages to 22 May 2017 Alfian


22 May 2017
tier 1 and 2 media

channels

Book the event room in 12 May 2017 Jean

Aliwal Arts Centre Multi

Purpose Studio for the

media launch

Send out invitations to 17 May 2017 Jilliane

celebrities and
Media Launch Party
ambassadors for the

campaign
26 May 2017

Book the food catering 20 May 2017 Jean

Prepare content and

speech for the

spokesperson

Finalise floor plan

Finalise logistics and

38
setup the location

Contact potential 15 May 2017 Samantha

ex-offenders about

#NoOffenceButI interest in participating in

Social Media the campaign

Campaign
Finalise the potential 24 May 2017 Samantha

ex-offenders
29 May to 31 Dec 2017

Contact the various 29 May 2017 Alfian

administrators about

Featured Profiles of interest in collaborating

previous Yellow Contact potential runners

Ribbon Runners on for interview

various news
Draft News profiles 2 June - 23 Jilliane
channels
June 2017

5 June to 30 June Finalise potential profiles 2 June 2017 Jilliane

2017
Disseminate to relevant 4 June 2017 Jean

tier 1 news channels

Come up with break 7 July 2017 Jilliane

down of what to do

Guerilla Video for Contact potential actors

39
YouTube for the video

Hire videographer to film

21 July 2017
Finalise the plan for 20 July 2017 Jilliane

execution

Finalise the logistics

Contact the various 17 July 2017 Jean

administrators about

interest in collaborating

Featured Profiles of Contact potential

ex-offenders on ex-offenders for interview

various newspapers
Draft News profiles 21 July 2017 Jilliane

31 July to 1 Finalise potential profiles 24 July 2017 Jilliane

September
Disseminate to relevant 28 July 2017 Jean

tier 1 news channels

Draft News Release 18 August 2017 Jilliane

News Release
Finalise News Release 21 August 2017 Jilliane

25 August 2017 Send out to relevant tier 1 24 August 2017 Jilliane

and tier 2 channels

40
Design watermarks for 18 August 2017 Samantha

Yellow Ribbon Run

Book the location, SAF

field (Changi village), for

the run

Invite Benny Seto to be

the sponsor and judge for

the food festival and

competition portion

Scout potential

ex-offender whos a chef-

to take part in the cooking

competition

Design posters for the 25 August 2017 Alfian

sign-ups for cooking


Yellow Ribbon Run
contest
3rd Sept 2016
Design geofilters for

Snapchat during the run

Open sign-ups for other

chefs to compete with the

ex-offender

Finalise and launch

watermarks

41
Finalise floor plans 28 August 2017 Samantha

Invite the media to cover

our event

Finalise contestants for

cook-off

Send out invitations to

celebrities and

ambassadors for the run

Book SCAPE for the 27 October Alfian

event 2017

Invite ex-offenders to

participate by selling their

Flea Market own stalls

Plan the floor plan and

11 to 12 Nov 2017
Finalise the floor plan 6 November Alfian

Invite tier 1 and 2 media 2017

channels to cover

Invite relevant influencers

to participate

Contact potential 23 October Jean

#TheGiftofAcceptance influencers to participate 2017

Social Media in campaign

42
Campaign Finalise the list of 3 November Jean

collaborators 2017

6 Nov 2017 - 31 Dec

Book Ngee Ann City for 8 December Jilliane

the event 2017

Invite ambassadors, and

celebrities for the event

Plan the logistics and

#TheGiftofAcceptance floor plan

Christmas Event Purchase the giant

christmas tree for the

event

22 to 25 Dec 2017
Book food catering 15 December Jilliane

Finalise plans and 2017

logistics

Invite the media to cover

the event

Hire photographers and

videographers to cover

the event

43
EVALUATION PLAN

Engagement of Public

After events that promote and encourage the public to volunteer or donate with the Yellow

Ribbon Project such as the Yellow Ribbon Run, Flea Market and #TheGiftOfAcceptance

Christmas Event, we will create an online registration form for participants to do. The form will

contain questions that will require them to provide personal information such as their name, age,

IC number, school or company and what they did to contribute to the Yellow Ribbon Project.

That way we can compare the list to our current volunteers and people who regularly donate, to

see if we have attracted and engaged more people to contribute to the organisation. It will also

allow us to measure how many people regularly volunteer or donate.

We will work closely with the finance administrators at the Yellow Ribbon Project to monitor the

amount of donations after our campaign, to measure if it has increased. We will take note of the

donor's particulars to see if they repeatedly donate, as well as keep weekly tabs on all donators

to measure what events are the most successful monetarily.

Reintegration of ex-offenders into society from a career aspect

Various events throughout the programme period provide opportunities for ex-offenders to

showcase their skills and abilities. By working with SCORE and the employers registered with it,

we will assess the number of enterprises that are opening up to hiring ex-offenders to evaluate

the effectivity of promotion of ex-offenders as valuable assets to the workforce.

44
We will also work closely with companies that partner together with the Yellow Ribbon Project

as well as as SCORE to measure the effectiveness of our campaign by benchmarking the rate

of reemployment of ex offenders in such companies as compared to newer ones that we intend

to promote the hiring of ex-offenders to.

Educate the Public

We will re-release the survey that we released before the campaign to check for differences in

the publics perceptions of ex-offenders and the Yellow Ribbon Project. This will allow us to

directly compare the changes on attitude and behaviours as well as the level of awareness

among the younger generation. The survey will be modified by the addition of questions such as

After this campaign, did you contribute to the Yellow Ribbon Project? and In what way did you

contribute?. A focus group will also be conducted with various people from out target audience,

from different parts of Singapore to monitor changes in their awareness and attitudes. From all

this, we will be able to accurately measure the impact that our school talks and other events

have had on young adults and youth in Singapore,

Additional measures that we will take is to pass out surveys after our school talks. This will help

to effectively evaluate changes in our target audiences perceptions of ex-offenders and the

Yellow Ribbon Project. A quiz will also be conducted after the end of the talks to help measure

the amount of information retained by the youths and the knowledge they have about the

organisation.

45
In addition to that we will look at the old historical records to see if there has been a significant

increase in the level of awareness among the our target audiences in regard to the Yellow

RIbbon Project

Greater Online Presence

To measure the engagement of the target audience with the Yellow Ribbon Project, we will

monitor the number of posts uploaded on social media platforms such as Instagram and Twitter.

We will compare the number of followers on their social media platforms after the campaign to

before the campaign started. We will also look at the number of impressions on the Yellow

Ribbon Projects Twitter page and the number of impressions on our Instagram in order to

measure how effectively we have increased the Yellow Ribbon Projects online presence among

our target audience. Similarly we will also measure the amount of follows and the number of

likes on our Facebook page, for the same purpose.

We will also do a comparison to other similar non-profit organisations to see if we have met a

similar social media following as them. For example, we hope to increase the Twitter following of

the Yellow Ribbon Project from 292 to 577 to be on par with AWAREs twitter followers. Another

example would be the likes on the Yellow Ribbon Projects Instagram page. We hope to that

after our campaigns, it will increase from an average of 20 likes to 80 likes to be on par with

SPCAs instagram likes.

Furthermore, we will be tracking the number of posts that are uploaded with #NoOffenceButI, to

measure the social media engagement of the public with our campaign. Similarly we will also

46
track the posts uploaded with the #TheGiftOfAcceptance to monitor the engagement with our

events and sub-campaigns.

Besides that, we will also record and monitor the active members who participate regularly on

the Yellow Ribbon Projects social media pages, to determine if the engagement levels among

youths have increased.

47
BUDGET

Office Crash

Printing of 600 bumper stickers: $600 x 3 = $1800

Guerilla Campaign Free the Stars!


Building of cage structure: $4500

Rental of open space outside Ngee Ann City: $3000/day + 15% surcharge = $3450

Application of Temporary Change of Use Permit for outdoor events: $80

Rental of retractable barricade for crowd control: $75

$75 x 2 barricades = $150

Rental of 1 table: $30

Rate or hiring Wang Weiliang for day = $5000

Collaboration with Buskers

Rate of hiring busker: $100/hr

$100 x 3 hours = $300

Rate of hiring freelance videographer and editor: $75/hr

$75 x 3 hours = $225

Production of #NoOffenceButI glass plague: $14.08

Media Drop

Production of 50 boxes as packaging for media drop: $11.75 x 50 = $587.50

Printing of 50 blank #NoOffenceButI placards: $1.07 x 50 = $53.50

Printing of 50 copies of news release: $0.10 x 50 = $5

48
Printing of 50 invitations to media launch party: $0.63 x 50 = $31.50

1 box of 12 Sharpie markers: $18

$18 x 5 boxes = $90

50 ping pong balls: $13.57

1 unit of 12 padlock: $0.80

$0.80 x 5 units = $4

50 media drops: $587.50 + $53.50 + $5 + 31.50 + $90 + $13.57 + $4 = $785.07

Postage cost: 500g per media drop

$1.15 X 50 = $57.50

Media Launch Party

Rental of Multi-Purpose Studio 1-A & 1-B [combined] at Aliwal Arts Centre = $120/hr

$120 x 4 hours = $480

Finger food catering for 100 people: $3.125 x 100 = $312.50

Rental of 1 table: $30

$30 x 5 tables: $150

Rental of 1 chair: $10

$10 x 110 chairs: $1100

A/V equipment: $120

- 1 speaker $70

- 2 microphones $50

Setup of fake canvas graffiti wall: $205 for 2.1m by 10m

4 boxes x 12 sharpie markers: 4 x $18 = $48

Lucky draw cash prize: $1500

49
#NoOffenceButI

Rate of engaging Benjamin Kheng for sponsored post: $3000

Hiring ex-offenders vs hiring non ex-offenders video


campaign
Rate of hiring freelance videographer and editor: $75/hr

$75 x 3 hours: $225

Yellow Ribbon Run Cookoff


Rental of equipment for 1 day: $50 for tent + $20 for counterweights + 3 x $30 for tables = $160

Security deposit for 1 day: $100 + $50 + $100 = $200

6 Polar Premium Distilled Water: $10 X 6 = $60

2 induction cooker: $100

Application of Trade Fair Permit: $60

Snapchat: Geotag
Rate of producing geotag filter: $5 per 20,000ft2

Estimated area of SAF Field (Changi Village): 6 hectares = 6673624ft2

Production of geotag filter for SAF field: ($5/20000) x 6673624 = $1668.41 (to 2 dp)

Flea Market
Rental of SCAPE Level 3 Sky Terrace: $1,000 for half day

Rental of tables: $30 x 14 tables = $420

50
Orchard Road Christmas Tree - The gift of acceptance
Rental of open space outside Ngee Ann City: $3000/day + 15% surcharge = $3450

2m-tall Christmas tree: $109

Booth: Daily Promotion Counter Rental $200 + $100 (refundable deposit) = $300

Rate of engaging Benjamin Kheng for sponsored post: $3000

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

51
APPENDIX

COLLATERALS

A) School Talks

B) #NoOffenceButI Board

C) Bumper Stickers

D) Cage Guerilla Marketing at Orchard

52
E) Collaborations With Buskers

Busker T-shirts

F) Media Drops

G) Media Launch Graffiti Wall

H) #NoOffenceButI Social Media Campaigns

Twitter

Instagram

53
Snapchat

Yellow Ribbon Run Website

I) Featured Profile of ex-offenders on newspapers

J) Yellow Ribbon Run 2017

Yellow Ribbon Run Poster

Yellow Ribbon Run Cook Off

54
K) Yellow Ribbon Run Flea Market

Floor Plan

L) #TheGiftofAcceptance

Benjamin Kheng Sharing

55
SECONDARY RESEARCH

Background Information The Yellow Ribbon Project

- Tagline - Help Unlock the Second Prison

- Second prison refers to stigma of suspicion, mistrust and discrimination attached to

ex-offenders after release

- Rehabilitative and aftercare programmes alone are not adequate to create a stable

social environment for ex-offenders to feel a sense of belonging and find the hope to

start afresh, hence the community needs to be engaged.

- Initiated in 2004 by the Community Action for the Rehabilitation of Ex-Offenders (CARE)

Network, a group of major community and government organisations that aim to improve

the rehabilitation of ex-offenders

56
- Objectives of Yellow Ribbon Project: 3As

Raise Awareness of the need to give second chances to ex-offenders and their

families.

Generate Acceptance of ex-offenders and their families in the community.

Inspire community Action to support the rehabilitation and reintegration of

ex-offenders back into society.

- Launched in June 2004, the YELLOW RIBBON FUND is the only national charitable

fund devoted entirely towards the development and implementation of:

Rehabilitative and aftercare services for ex-offenders

Rehabilitation and reintegration support programmes for family members

Public awareness programmes

- Ways for people to help:

Sponsor: in-kind sponsorship (items/services), Collaboration to co-create

programmes

Volunteer: organise activities, fundraisers and events

Donate to Yellow Ribbon Fund

Employ ex-offenders

57
Support: Work with Singapore Corporation of Rehabilitative Enterprises

(SCORE) on work skills training programmes for inmates

- Main events are:

1) Annual YR Prison Run

The Yellow Ribbon Run is an annual main event organised to increase public awareness and

acceptance of reintegrating ex-offenders into society.

2) YR Community Art Exhibition

The Yellow Ribbon Community Art Exhibition aims to raise awareness on giving ex-offenders

second chances. It also provides a platform for ex-offenders to express their opinions, hopes

and aspirations through art, showcasing their talents and reach out to society.

3) YR Songwriting Competition

The Yellow Ribbon Songwriting Competition provides opportunities for ex-offenders to express

their feelings and dedicate messages to their loved ones through music and songwriting.

4) YR Appreciation Dinner

The Yellow Ribbon Appreciation Dinner is held to thank partners who had contributed to the

Yellow Ribbon Project campaign. Additionally, it also serves as a platform to form potential

partnership in the future.

5) YR Heartland Malls Outreach 2017 - a series of roadshows and exhibitions in heartland

malls and community hubs around Singapore.

58
Yellow Ribbon Project Heartland Malls Outreach is a series of roadshows and exhibitions

nationwide in heartland shopping malls. It aims to relate to the message of giving second

chances to ex-offenders amongst the community via activities at the event.

Yellow Ribbon Project Social Media Sites

Website

http://www.yellowribbon.org.sg/

The Yellow Ribbon Project Singapore has its own website for users to engage more with the

organisation. The website allow users to find out more about the organisation, upcoming events

and the organisations contact details. The website is also build to encourage call for action from

users to donate, volunteer, sponsor and employ ex offenders. The website is well managed and

up to date.

Facebook

https://www.facebook.com/yellowribbonproj/

The Yellow Ribbon Project Singapore has a Facebook account with relatively high engagement.

It has 80,633 likes on its Facebook page and it is effective as it links the user to other media

platforms such as their website and the twitter page. They also post regularly everyday and

upload many pictures and videos from every event.

59
Twitter

https://twitter.com/yellowribbonsg

The Yellow Ribbon Project Singapore has a twitter account however it has relatively low

engagement as compared to other organisations in Singapore. They have 292 followers on

twitter and a total of 2,213 tweets since February 2013. The twitter account is not linked to the

official website, but it is linked to the Facebook page.

In comparison to other organisation twitter accounts in Singapore:

1) WWF - Singapore

https://twitter.com/wwfsg?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

World Wildlife Fund - Singapore has more than double the number of followers than the yellow

ribbon project. It has a total of 4,693 followers and 2,939 tweets. This shows that more people

follow them as they update their twitter account and are more interactive.

YouTube

https://www.youtube.com/user/Yellowribbonproj/videos

60
The Yellow Ribbon Project has a YouTube account since 2008. They have 183 Subscribers and

they constantly upload videos. The YouTube account is not linked on official website, but is

linked on their Facebook page. The account has a relatively small following considering its long

existence on YouTube.

Instagram

The Yellow Ribbon Projects Instagram account has 1,268 followers and 1,066 posts. Created in

February 2013, it is heavily saturated with posts covering their main event, The Yellow Ribbon

Prison Run. It is not linked on Yellow Ribbon Projects official website or Facebook page.

They host contests and campaigns on their instagram account in conjunction with their events to

engage their followers, generous use of hashtags. For example, #YRSelfie, #ShareYRMemories

from past Yellow Ribbon Prison Runs to win slots and #YRSecondChance which is their new

campaign for 2016.

In addition, they recently started a campaign posting inspirational quotes and thought-provoking

questions for days of the week such as #MotivationalMonday, #TalkBackTuesday/Thursday,

#ForgivenessFriday to encourage followers to share. This brought them more feedback from

people, but most of their comments seem to come from weird accounts that found their page

through the hashtags, however it is not effective in reaching their target followers.

61
An improvement can be seen in frequency of updates, but overall engagement remains pretty

low. The average like count is 15 to 20 likes, and few occasional or no comments on posts.

Event subscriptions

https://www.facebook.com/pg/yellowribbonproj/events/?ref=page_internal

Despite the relative large following on facebook, there is only 38 people who follow their events

on their Facebook page. This shows that the call to action and follow up of The Yellow Ribbon

Project is weak.

62
Featured on National Library Board

http://eresources.nlb.gov.sg/infopedia/articles/SIP_1402_2009-01-05.html

The Yellow Ribbon Project is featured on the National Library Board website which means that it

being sought after by some people in society who wish to find out more about the organisation.

Social Media Consumption in Singapore

63
- The general growth in Internet usage in Singapore is at 82% compared to the global

usage of 46%, we are now in the top 10 list of countries that use the most internet, we

also have one of the highest time spent on the internet at 4.2 hours via a laptop and 2.1

hours via a mobile device.

- Out of a 5.65 million population, Singapore had 4.65 million people who are actively

using the internet, with 3.60 million million users who are active on social media and 3.30

million who are active mobile social users.

- For the average time that Singaporeans spend on the media, an average of 4 hours and

14 mins is spent on the internet daily via the use of a computer or mobile table, along

with an average of 2 hours and 3 mins spent on the internet via a mobile phone. As for

64
Social Media usage, Singaporeans spend an average of 1 hour and 39 mins surfing

social media sites.

- With regards to the frequency of internet usage, 84% of Singaporeans use the internet

daily, with only 1% using the internet for less than a month.

65
- 3.60 million Singaporeans are active on social media, making up 64% of the 5.65 million

population. 3.30 million people access social media platforms using their mobile devices,

making up 58% of the population

- For social media, our target audience makes up 95% of the population that are active on

Facebook. Our primary target audience of 13-35, take up 70% of the entire population that

actively uses Facebook

66
News Articles on Yellow Ribbon Project since Dec 2015

Bring Change With Yellow Ribbon Run | 5th Sep 2016

- About

- How Yellow Ribbons famous run came out, which dates back to 2009.

- Featured the person who started the Yellow Ribbon Prison Run, Jimmy Lee,

former Superintendent of Prisons

- Talked about how the Yellow Ribbon Prison Run helped to remove prejudice of

ex-offenders, and to encourage the community to accept ex-offenders.

- Relevancy

- Relevant to the Yellow Ribbon Project as it shows how an event like the Yellow

Ribbon Prison Run can assist in reducing stereotypes of ex-offenders

Ex-Cons, Team Up With Prison Officers Team For Yellow Ribbon Prison Run | 1st Sep 2016

- About

- The collaboration between prison officers and an ex-convict for the first ever

team run in the Yellow Ribbon Prison Run

67
- Featured an ex-convict, who bonded with a prison officer when she was serving

her time in jail

- Through the constant communication in prison, the 2 formed closed bonds and

continued talking after ex-convict was released

- Relevancy

- Relevant as it shows how the Yellow Ribbon Project works in giving ex-convicts a

second chance and how even prison officers can help ex-convicts regain a life

back

Art Sets Him Free | 14th Aug 2016

- About

- Featured a story of an artist, who was an ex-convict serving time in and out of jail

regularly

- How he contributed to the annual Yellow Ribbon Community Art Exhibition with

his art piece

- How he used art as a distraction when he was in jail

- Relevancy

- Relevant as it shows how the community is putting in effort to appreciate the

ex-convicts and how people are trying to help people in jail to find a meaning in

life and prepare for the outside world

68
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