THE YELLOW RIBBON PROJECT STORY (SINGAPORE)- Reaching Out and Touching a Nation -INTRODUCTION
The Yellow Ribbon Project (YRP) Singapore was established in 2004 as a community engagement
campaign and catalyst to bring about societal acceptance for ex-oﬀenders and their families. The YRP
aims to provide a concerted and coordinated approach to create awareness, generate acceptance andinspire action within the community to support the rehabilitation and reintegration of ex-offenders.
This is crucial to achieve a safer and more secure community for all.
2.
Though a relatively new campaign, the YRP has made significant inroads in Singapore.
Together with our many partners and key stakeholders, we have managed to achieve impact in ourcommunity and beyond. This paper aims to highlight our journey, how we engage the community andour progress thus far.

CONCEPTUALISATION OF THE YELLOW RIBBON PROJECTThe Singapore Prison Service (SPS) Visioning Exercise

3.
In 1999, the Singapore Prison Service (SPS) took a bold step to transform the organisation
with a new Vision, which reads:
OUR VISION
We aspire to be Captains in the lives of oﬀenders committed to our custody.
We will be instrumental in steering them towards being responsible citizens, with the help of
their families and the community.
We will thus build a secure and exemplary prison system.
4.
By committing itself to the bold and noble vision of becoming Captains in the lives of oﬀenders,the SPS shifted its mindset to being instrumental in steering inmates towards being responsible
citizens. This laid the foundation for the launch of YRP in 2004.

The Singapore Corporation of Rehabilitative Enterprises (SCORE) Transformation

5.
Working closely with the Singapore Prison Service, the Singapore Corporation of
Rehabilitative Enterprises (SCORE) introduced the concept of rehabilitation through work discipline.
SCORE rehabilitates oﬀenders through vocational training and work programmes in market-relevant
industries to facilitate the inmatesʼ eventual return back to society and to keep up with the changes in
the Singapore economy.

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Formation of the Community Action for the Rehabilitation of Ex-Offenders (CARE) Network
Community Action for the Rehabilitation of Ex-oﬀenders (CARE) Network
Vision: Hope, Conﬁdence and Opportunities for Ex-Oﬀenders

6.
For many ex-oﬀenders, the move from a controlled prison environment to the outside society
as a free man is a big struggle. Many would fail if left alone to do so. It is with this in mind that the
CARE Network was formed in May 2000.
7.
The CARE Network was formed to improve the effectiveness of the rehabilitation of exoffenders in Singapore. Spearheaded by the Singapore Prison Service and SCORE, the CARE
Network is the first formal structure in Singapore that brings together key Government and nongovernment agencies involved in re-entry management.
8.
The CARE Network aims to improve the effectiveness of rehabilitation of ex-offenders in
Singapore. It engages the community in rehabilitation, co-ordinates member agenciesʼ activities
and develops initiatives for ex-oﬀenders. It targets to develop a concerted and coordinated approach
towards supporting rehabilitation and reintegration of ex-oﬀenders back into society in Singapore.

Why the Yellow Ribbon Project?

9.
The most significant achievement to date for the CARE Network is the development of the
Yellow Ribbon Project (YRP). The key drivers of the national campaign are the Singapore Prison
Service (SPS) and the Singapore Corporation of Rehabilitative Enterprises (SCORE), supported by
the CARE Network agencies. It was oﬃcially launched in 2004 by the President of the Republic ofSingapore, Mr S R Nathan. The YRP is an annual campaign aimed at changing societyʼs mindset
towards giving ex-offenders a second chance in life. The campaign aims to mobilize community
support and prepare the community for the offenderʼs reintegration. Our end result is to see exoﬀenders reintegrated into society as responsible citizens.
10.

The inspiration behind YRP was taken from the 70s hit song, Tie a yellow ribbon round the
Ole Oak Tree .
I’m really still in prison and my love, She holds the key, a simple yellow ribbon’s what I
need to set me free…

11.
YRPʼs moniker is adapted from the 1973 hit song by the pop group Tony Orlando and Dawn
Tie a Yellow Ribbon Round the Ole Oak Tree , which describes a released prisonerʼs desire forforgiveness and acceptance. The 3 lines above from the 70s hit aptly describe the ex-oﬀender's desire

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for the acceptance and forgiveness from his loved ones and the community to set him free.
12.
There is a great need for the community to be more aware of the struggles and the plight ofapproximately 10,000 ex-oﬀenders that walk out of our prisons gate, wanting to start their lives afresh.
Failing to get support and losing this motivation were impetus for falling back to their old criminal
ways. Such a trend would then sustain the recurring vicious cycle of crime which would harm not justthe ex-oﬀender but their families and the community at large (e.g. victims of crime).
13.
The community therefore plays an important part in the creation of an inclusive social
environment where ex-oﬀenders, who displayed a strong desire to change, could ﬁnd the hope to startlife afresh and become contributing members of society.
14.

The objectives of YRP are the 3 ʻAʼs, which are:

a.
b.
c.

To create Awareness of giving second chances to ex-oﬀenders.
To generate Acceptance of ex-oﬀenders and their families into the community.
To inspire Community Action to support the rehabilitation and reintegration of ex-oﬀenders.

ORGANISING THE CAMPAIGN AND ENGAGING THE COMMUNITY
Thematic Development

15.
Each year, a different theme was developed for the YRP campaign to move the level ofengagement upwards and build upon the successes of the preceding year. While the ﬁrst few YRP
campaigns focused on creating awareness, subsequent campaigns progressively widened and deepened
the message by engaging the community and mobilising inmates and reformed ex-offenders to giveback to society.
YRP 2004

YRP 2005

YRP 2006

YRP 2007YRP 2008

YRP 2009

Creating
Awareness

Engaging theCommunity

Engaging the ExOﬀenders

Giving Back

Beyond Just Words

Giving Back

Widening thereach, deepening
the message

Extending ourreach, inspiring
action in inmatesand ex-oﬀenders

Going beyond
awareness toaction by actively
engaging thecommunity

Inmates and exoﬀenders playing arole to give back tosociety

Selling the Message Give them a second- Help Unlock thelease of life
Second Prison

Branding

16.
Eﬀective brand positioning has been instrumental for the success of the YRP campaign. The
simple icon of a yellow ribbon and the meaning associated with it is easily identiﬁable and recognisableby all strata of society. The success of the brand also lies with the consistency and discipline of themessage each year. Although the events and activities may change with each YRP year, the inherent
message to be relayed across remained the same - the universal values of acceptance, forgiveness andsecond chances.

Harnessing the Media17.
YRP leverages extensively on the media as a strategic tool for our campaign messaging.
The public campaign is launched through a series of televised and printed advertisements, news andradio broadcasts, on-line mediums like internet and websites, posters placed at public locations, e.g.
the public transport system. New media was also used through Youtube, Facebook, mobile phonemessages and local internet forums to publicise our events.
18.
YRP enjoys wide media coverage from the Singapore media. It provides the media with afertile spread of interesting story angles ranging from human interest to ex-offender reintegration
issues. The creative harnessing of the media led to the production of three local movies and adocumentary-drama based on the ex-oﬀenders and their struggles. The message of forgiveness and239

second chances was weaved into stories that the man-on-the-street could understand and identify with.

Community Engagement Activities

19.
Media campaigns and key community engagement activities were concentrated in the month of
September each year, being designated as the Yellow Ribbon month.
20.
The annual ʻWear-A-Yellow-Ribbonʼ activity was conceptualized to encourage the public towear the ribbon to show their support of the campaign. Each yearʼs campaign was kicked oﬀ with theactivity; Wear A Yellow Ribbon Activity during the month of September.
21.
An eclectic mix of activities was used each year to engage the community. These eventswere our delivery mechanisms to highlight the reintegration issues of ex-oﬀenders and make the callfor community acceptance and action. They were creatively organised to showcase inmates and exoﬀendersʼ talents via prison art exhibitions, song-writing, poetry and story telling competitions, andconcerts.
22.
To bring together various stakeholders and partners, the Yellow Ribbon Conference was aplatform for government and non-governmental organisations, academics, aftercare professionals,
community partners and overseas correctional services to dialogue on rehabilitation and aftercare
issues.
23.
a.
b.
c.
d.
e.
f.
g.
h.

The main YRP events held were:
Yellow Ribbon Concert (2004, 2006 and 2008)
Yellow Ribbon Walk (2005 and 2007)
Yellow Ribbon Conference (2004 to 2008)
Movie Screening One More Chance by Jack Neo (2005)
Yellow Ribbon Fairs (2004 to 2007)
Yellow Ribbon Creative Festival (2004 to 2008)
Yellow Ribbon Community Art Exhibition (2007 and 2008)
Yellow Ribbon Job Fairs

Involvement of Inmates and Ex-offenders

24.
Inmates and ex-oﬀenders formed an integral part of our campaign. Hence, opportunities were
given as much as possible to involve inmates and ex-offenders. Since the commencement of YRP,
the involvement of inmates in making the two million cloth Yellow Ribbons have been central to theimpact of the Wear-A-Yellow-Ribbon activity. Their eﬀort symbolically represented their desire for
acceptance from the community and their willingness to change. Inmates had also contributed throughexhibiting their handicrafts or skills, stage performances, logistical support, food preparation andpacking of gift packs.
25.
The YRP has generated positive response from ex-oﬀenders, some of whom were mobilised tocontribute further towards the cause. They pitched in eﬀorts by providing transportation and logistic
assistance in events, distributing Yellow Ribbons, performing at events. Many were not afraid of
stepping out in the open to reveal their past on national press or television to be an encouragement toothers and to thank the community for the support given to them and their families.

Celebrity Engagement and Rehabilitation Ambassadors

26.
Celebrities and rehabilitation ambassadors formed an important part of the engagement
strategy. With their popularity and inﬂuence, they were well positioned to spread the YRP message,
serve as crowd-pullers, and more importantly act as ambassadors in support of the campaign. Local
and regional artistes had been featured over the past few years.

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Community Partnerships

27.
As the YRP was centred upon community acceptance, the community formed a significant
part of the equation. The campaign was also formed with the intention of running a campaign for thecommunity, by the community. With the iconic symbol and the strong branding, many community andcorporate organisations have initiated collaboration with us. Community leaders, politicians, corporate
leaders and celebrities also made time to grace the events. Community involvement and partnerships
came in the form of donations and sponsorships, wearing of the Yellow Ribbons, fund-raising or
participating in our YRP events.

YRP 2009 - GIVING BACK28.
YRP 2009 was a year of ʻgiving backʼ to the community. It was a year for inmates and exoﬀenders to play an active role in the midst of a diﬃcult global economic crisis. Inmate and ex-oﬀenderdriven community service projects were planned to oﬀer them the opportunity to contribute back to
the community and help the less privileged in society.
29.
Everyone played their part in helping ex-oﬀenders restart their lives and become responsible
and contributing members of society. The inmates, ex-oﬀenders and community were engaged in thefollowing ways:a.

Inmates and ex-offenders making the first move - By participating actively in rehabilitation
programmes and contributing to the community, inmates and ex-oﬀenders were driving theirown acceptance.

b.

Family and friends rendering supporting and encouragement - Family acceptance andforgiveness were the first steps towards the creation of a conducive environment for
reintegration. A strong social support network for ex-offenders gave them the courage tomove on in their lives and increased their chances of starting lives anew.

c.

Community oﬀering a helping hand - Singaporeans working together to strengthen the social
fabric of the nation. The acceptance of volunteers, employers and colleagues would help
support the reintegration journey of ex-oﬀenders back to society.

2009 Events Highlights

Yellow Ribbon Culinary Programme 2009: Tribute of Love I Father’s Day Luncheon (26 May and 20 June2009) and Tribute of Love II for the Community (26 September 2009)30.
The Yellow Ribbon Culinary Programme 2009 not only provided the opportunity for inmatesto discover their culinary talents, but also paved the way for a career in the Food & Beverageindustry. The programme included a culinary competition where inmate finalists were selected toattend a 26-week Certiﬁcate in Basic Culinary Skills training by an established culinary institute,
Shatec Institutes. This training was sponsored by one of our corporate partners. The inmate
ﬁnalists were also given the opportunity to present their winning dishes to their family members ina special Yellow Ribbon Tribute of Love Fatherʼs Day Luncheon held on the 20 June 2009. The
programme culminated on 26 September 2009 with the inmates cooking for 520 less privileged elderly
and children. More than 120 ex-oﬀenders and volunteers helped serve the meals, bringing together
inmates, ex-oﬀenders and volunteers to serve the needy in the community.
Yellow Ribbon Art Competition (1 July 09) and Yellow Ribbon Community Art Exhibition (9 to 20 Sep 09)
31.
Art therapy has been found to be an eﬀective tool in rehabilitation. The Yellow Ribbon Art
Competition was a platform for inmates and ex-offenders to discover their artistic talents. There
were 450 artworks produced by inmates and ex-oﬀenders along the theme of Vision of Hope , whereparticipants painted their hope for a new life after release. The top 30 entries were selected for theﬁnals held on 1 July 2009. These artworks were then exhibited at the Singapore Art Museum during
the Yellow Ribbon Community Art Exhibition. The exhibition was attended by 1,300 visitors and241raised about S$36,000 for the Yellow Ribbon Fund and other agencies as part of giving back to thecommunity.
Wear-A-Yellow- Ribbon (Entire Month of Sep) / Yellow Ribbon Street Donation Day (Friday, 28 Aug 09)
32.
The simple act of wearing the Yellow Ribbon was an active display of the communityʼs support
for oﬀering second chances and acceptance for ex-oﬀenders. Each Yellow Ribbon was handmade by
an inmate and symbolised his or her hope for forgiveness and acceptance. Our signature activity, theYellow Ribbon Street Donation Day held on 28 August 2009 saw 1,691 volunteers coming forward to
distribute Yellow Ribbon Packs and raised funds for the YRF. A total of S$37,000 was raised in the
Wear-A-Yellow-Ribbon Street Donation Day.
Yellow Ribbon Prison Run 2009 - Beyond the Run (6 Sep 09)
33.
The inaugural Yellow Ribbon Prison Run on 6 September 2009 saw the participation of morethan 6,000 runners. A contingent of 80 reformed ex-offenders also participated in the Run. Aptly
themed Beyond the Run , runners lend their collective voice to a message of encouragement for all
ex-oﬀenders to pick themselves up after having fallen down. As part of giving back to the community,
reformed ex-oﬀender turned marathoner, Mr Hanniel Choong of 48 years of age, raised S$35,000 for
YRF through his challenge of ﬁnishing the 10km race in 48 minutes.
Contributing to the Nation’s Birthday
34.
On 9 August 2009, while thousands of spectators received their gift packs at the Singapore
National Day Parade (NDP), some of them were surprised to ﬁnd their gift packs containing a Yellow
Ribbon pack. This year, 88 inmate volunteers participated in the Nationʼs celebration by packing
35,000 gift packs for the NDP. Through this gesture, they showed that they are contributing citizensof Singapore even while serving time.
Yellow Ribbon Tattoo Removal Programme
35.
In July 2009, YRP started a two-year tattoo removal programme costing $1 million. The
programme, fully sponsored by our corporate partner, aimed to help inmates renounce their gangmembership (often signiﬁed by elaborate gang-related tattoos) and facilitated their reintegration into
society as law-abiding and gainfully employed citizens. One of the inmates who received treatment on
his arm said, Many of us wanted to stay clean of gangs. However, we are easily identiﬁed by gangs
because of our common tattoos. Removing our gang tattoos is more than just a symbolic act for us - itgives us the chance at a clean slate of life. A total of 39 inmates had since undergone the programme,with 50 more waiting to have their tattoos removed and start their lives afresh.

THE IMPACT36.
The YRP has generated a lot of interest and support since its inception. Its positive outreachand message of Help Unlock the Second Prison has permeated into all levels of society. The logo of
the Yellow Ribbon is now synonymously recognized as a symbol of giving hope and second chances
to ex-offenders in Singapore. The Singaporean public, community leaders, ex-offenders and theirfamilies have publicly embraced the philosophy of YRP and shown their support by participating in our
activities.
37.
A public perception survey was commissioned in 2007 to elicit the Singaporean publicʼs
attitudes towards ex-offenders and their awareness of the YRP. Findings showed that 94% of the
respondents were aware of the YRP, indicating that our outreach and media eﬀorts have by and large
been successful in creating awareness of the YRP cause. The ﬁndings also showed that more than
60% of respondents had generally positive attitudes towards ex-oﬀenders, with most agreeing that exoﬀenders deserve a second chance and hence were willing to accept them back into society.

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38.
The Registration of Criminals (Amendment) Act was amended in May 2005 to help deserving
ex-oﬀenders reintegrate into society. The amended Act would allow an ex-oﬀender convicted of a lessserious crime to have his record considered spent if he met the speciﬁed criteria and stayed clean fora ﬁve-year period. Following this, the Singapore Civil Service amended their job application form on
1 April 2006. Candidates with spent records could now indicate that they did not have any criminal
records, thus increasing their opportunities in their job search. In 2006, the Ministry of Transport,
Land Transport Authority reviewed the guidelines for issuance and renewal of vocational licences fordrivers of public service vehicles to make it more ﬂexible for ex-oﬀenders to get the license.
39.
YRP received an international affirmation from the United Nations Department of PublicInformation in 2007 when, arising from SPSʼs work in YRP, SPS was given an Honourable Mention
for outstanding achievement in public relations campaigns which best exemplify the ideals and goals of
the United Nations. Locally, YRP received the National Community Safety and Security ProgrammeAward in 2007 and 2008 for two of our community engagement programmes. The award recognises
outstanding projects and community volunteers on a nation-wide level that contributes to tacklingcommunity issues and problems addressing the safety and security of the community. It also received
the Public Relations in the Service of Mankind (PRISM) Excellence Award under the Public Service
Campaigns category in 2008. In 2009, the Yellow Ribbon Tattoo Removal Programme received theMinistry of Home Aﬀairʼs Operational Excellence Award.
40.
a)
b)
c)
d)
e)
f)

The key achievements of YRP from 2004 to 2009 were as follows:
1.985 million Yellow Ribbons distributed.
313,000 Singaporeans participated in our events.
807 new employers registered with SCOREʼs Job Bank.
908 volunteers signed up to volunteer with us.
S$7.8 million raised for Yellow Ribbon Fund.
More than 400 inmates and ex-oﬀenders mobilised for each campaign.

41.
Another significant milestone for our YRP was the initiation of the Yellow Ribbon Fund
(YRF). YRF is the first national charitable fund devoted entirely towards the development andimplementation of rehabilitation and reintegration programmes and services for ex-oﬀenders and theirfamilies. Registered under the National Council of Social Service, YRF was granted Institute of Public
Character (IPC) status from 1 August 2004.

CONCLUSION
42.
Ex-oﬀenders need the support of their families and the community for them to reintegrate into
society successfully. Rehabilitation programmes would help to reform and prepare the ex-oﬀender for
release. However, what is equally critical is to prepare the community to accept the reintegration ofthese ex-oﬀenders.
43.
Recognising that a prejudiced mindset and stigmatisation of criminals are impediments to thereintegration of ex-offenders, a concerted effort is required to effect a mindset change. Only withthe close partnership and commitment between the Government, community partners, companies
and individual members of the public will we succeed in giving ex-offenders a second chance. The
Singapore community as an inclusive society would oﬀer support to reformed ex-oﬀenders to become
contributing members of society. Ultimately, we would achieve a safer and more secure home for all.
44.
The YRP bears testament of the power of garnering a group of like-minded organisations in theform of CARE Network to bring about community transformation towards ex-oﬀenders and committing
in a common purpose to help our ex-oﬀenders reintegrate back into society.

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