The Yellow Ribbon Project
Advocating Community Acceptance& Enhancing CommunityInvolvement

Why Community Involvement?
• 10,000 ex-offenders released
annually• “Second Prison” of stigmatisation& prejudice• Community acceptance to reduce
re-offending

Singapore Prison Service

The Yellow Ribbon Project• Launched in 2004 by CARE Network• Change society’s mindset to offer ex-offenders asecond chance in life
• “Help Unlock the Second Prison”

Singapore Prison Service

The Inspiration• “Tie a Yellow Ribbon Round the Ole Oak Tree”• 1970’s hit song

“I am really still in prison andmy love she holds the key,a simple yellow ribbon’s what
I need to set me free…”..
I’m

Singapore Prison ServiceObjectives of YRP• Creating “Awareness” in giving second chances
to ex-offenders who want to change• Generating “Acceptance” of ex-offenders & theirfamilies• Inspiring Community “Action” to support therehabilitation & reintegration of ex-offenders

Singapore Prison Service

Thematic Development• Creating awareness• Deepening the Message• Reformed ex-offenders toengage the community

Singapore Prison Service

Publicity & Media Engagement• Iconic “Yellow Ribbon”• Consistent Messaging• 2010 Campaign “This is my Yellow Ribbon. Thisis my Journey.”

Singapore Prison Service

This is My Yellow Ribbon.
This My Journey.

Singapore Prison Service

Publicity & Media Engagement• Media as strategic tool
• Utilise all mediums• Media engagement for
all events & activities

Right: Print Media

Below: Media write up on success stories

Singapore Prison Service

Community Engagement Activities• Yellow Ribbon Activities in month of Sep• Yellow Ribbon month• To ensure recall & familiarity

Singapore Prison Service

Active Involvement of Inmates &Ex-offenders• Inmates & ex-offenders are an integral part ofthe YR campaign• “Giving Back” is key• Community service projects
Below (left): Inmate
participant in YR ArtCompetition• Support events & activities

Ex-offender turned Singapore “Superband” winner performing at a YR event
Singapore Prison Service

Celebrity Engagement &Rehabilitation Ambassadors• Popularity & Influence• Local & regional artistes

Local artiste Irene Ang in YR Docu Drama “Turning Point”

International Singer Chou Wakin
performing with ex-offender at YR Concert

Singapore Prison Service

Community Partnerships• Campaign for thecommunity, by theRight: President S R Nathan
communitylaunching YRP• Corporate support• Prominent political,
grassroots &corporate leaders

AVIVA donating S$10,000 to YRF
through “AVIVA Triathlon”

Singapore Prison Service

Community Partnerships:
key lessons learnt

Singapore Prison Service

The Impact
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Amendments to Registration of Criminals Act
Review of Land Transport Authority Guidelines forvocational licenses
High awareness (94% recall rate, 2007)
International & local recognition
1.895 million Yellow Ribbons distributed
313,000 Singaporeans participated in YRP events
807 employers signed up with SCORE
908 new Volunteers
S$7.8 million raised for YRF

Singapore Prison Service

The Success Factors

Singapore Prison Service

Singapore Prison Service

Thank You“The last thing we need is a revolving door of

ex-offenders landing back right behind bars
because the society is not willing to give thema second chance.”
Dr Vivian Balakrishnan, Minister for Community Development, Youth & Sports

Singapore Prison Service