Академический Документы
Профессиональный Документы
Культура Документы
Mass Communication
Mr Najib Ahmad
P206
CONTENT PAGE
6. Strategies
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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
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
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RESEARCH FINDINGS & ANALYSIS
a. Secondary Research
CASE STUDIES
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
The Yellow Ribbon Run is an annual main event organised to increase public awareness and
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.
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
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
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
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TWITTER
The Yellow Ribbon Project Singapore has a twitter account however it has relatively low
twitter and a total of 2,213 tweets. The twitter account is not linked to the official website, but it is
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
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
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b. Primary research
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SWOT ANALYSIS
Strengths Weaknesses
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
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
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
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.
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
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
Singaporeans are unaware of the Yellow Ribbon Projects other campaigns and events
The Yellow Ribbon Project is not receiving enough financial or voluntary help from
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
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
offline media.
Attitudinal
offenders
To rebrand the image of Yellow Ribbon Project from being a mature organsiation to
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
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
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MESSAGE STRATEGY
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
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
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
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
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,
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
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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
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
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MEDIA STRATEGY
We chose to use radio, television and newspaper platforms as it appeals to the majority of our
target audience.
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 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
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
TELEVISION
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
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.
We chose to focus on reaching out via popular social media platforms such as Facebook,
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
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
Facebook is also the top social media network in Singapore with 3.8 millions registered users, and it
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 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
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
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.
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
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Tier 2 Media Channels:
RADIO
One FM
Kiss 92FM
LOVE 97.2 FM
GOLD 905FM
883JiaFM
Lush 99.5FM
TELEVISION
Channel U
Channel 8
MAGAZINES
iWeekly
U-Weekly
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ACTION STRATEGY
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
To attract more earned media space to inform the public about our campaign
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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
(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
(Refer to appendix B)
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
(Refer to appendix D)
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.
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
(Refer to appendix F)
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
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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
(Refer to appendix H)
record to try to get a job at malls such as Ion, Somerset and Bugis. The aim of this campaign is
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
(Refer to appendix M)
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
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
(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
(Refer to appendix H)
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
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Yellow Ribbon Movement by spreading awareness and recognition online in using the
(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)
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
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(Refer to appendix L)
EDITORIAL CALENDAR
2017
into society
#NoOffenceButI campaign
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July Equal News coverage on our guerilla
ex-offender)
#NoOffenceButI
Sep The Yellow Ribbon Run 2017 News coverage on overall main event
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event at Orchard Road during
Christmas Season
IMPLEMENTATION PLAN
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bumper stickers to be
given out
decorations
interest in collaboration
20 May 2017
Design #NoOffenceButI 12 May 2017 Alfian
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tag to be worn by busker
drop
channels
media launch
celebrities and
Media Launch Party
ambassadors for the
campaign
26 May 2017
spokesperson
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setup the location
ex-offenders about
Campaign
Finalise the potential 24 May 2017 Samantha
ex-offenders
29 May to 31 Dec 2017
administrators about
various news
Draft News profiles 2 June - 23 Jilliane
channels
June 2017
2017
Disseminate to relevant 4 June 2017 Jean
down of what to do
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YouTube for the video
21 July 2017
Finalise the plan for 20 July 2017 Jilliane
execution
administrators about
interest in collaborating
various newspapers
Draft News profiles 21 July 2017 Jilliane
September
Disseminate to relevant 28 July 2017 Jean
News Release
Finalise News Release 21 August 2017 Jilliane
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Design watermarks for 18 August 2017 Samantha
the run
competition portion
Scout potential
competition
ex-offender
watermarks
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Finalise floor plans 28 August 2017 Samantha
our event
cook-off
celebrities and
event 2017
Invite ex-offenders to
11 to 12 Nov 2017
Finalise the floor plan 6 November Alfian
channels to cover
to participate
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Campaign Finalise the list of 3 November Jean
collaborators 2017
event
22 to 25 Dec 2017
Book food catering 15 December Jilliane
logistics
the event
videographers to cover
the event
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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
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
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
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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
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
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.
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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
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
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
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
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track the posts uploaded with the #TheGiftOfAcceptance to monitor the engagement with our
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
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BUDGET
Office Crash
Rental of open space outside Ngee Ann City: $3000/day + 15% surcharge = $3450
Media Drop
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Printing of 50 invitations to media launch party: $0.63 x 50 = $31.50
$0.80 x 5 units = $4
$1.15 X 50 = $57.50
Rental of Multi-Purpose Studio 1-A & 1-B [combined] at Aliwal Arts Centre = $120/hr
- 1 speaker $70
- 2 microphones $50
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#NoOffenceButI
Snapchat: Geotag
Rate of producing geotag filter: $5 per 20,000ft2
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
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Orchard Road Christmas Tree - The gift of acceptance
Rental of open space outside Ngee Ann City: $3000/day + 15% surcharge = $3450
Booth: Daily Promotion Counter Rental $200 + $100 (refundable deposit) = $300
ACTIVITY COST
#NoOffenceButI $3000
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APPENDIX
COLLATERALS
A) School Talks
B) #NoOffenceButI Board
C) Bumper Stickers
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E) Collaborations With Buskers
Busker T-shirts
F) Media Drops
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Snapchat
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K) Yellow Ribbon Run Flea Market
Floor Plan
L) #TheGiftofAcceptance
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SECONDARY RESEARCH
- 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
- 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
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- Objectives of Yellow Ribbon Project: 3As
Raise Awareness of the need to give second chances to ex-offenders and their
families.
- Launched in June 2004, the YELLOW RIBBON FUND is the only national charitable
programmes
Employ ex-offenders
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Support: Work with Singapore Corporation of Rehabilitative Enterprises
The Yellow Ribbon Run is an annual main event organised to increase public awareness and
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
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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
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.
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
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Twitter
https://twitter.com/yellowribbonsg
The Yellow Ribbon Project Singapore has a twitter account however it has relatively low
twitter and a total of 2,213 tweets since February 2013. The twitter account is not linked to the
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
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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.
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
In addition, they recently started a campaign posting inspirational quotes and thought-provoking
#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.
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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.
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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.
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- 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
- 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
- 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
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Social Media usage, Singaporeans spend an average of 1 hour and 39 mins surfing
- 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.
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- 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,
- 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
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News Articles on Yellow Ribbon Project since Dec 2015
- 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,
- Talked about how the Yellow Ribbon Prison Run helped to remove prejudice of
- Relevancy
- Relevant to the Yellow Ribbon Project as it shows how an event like the Yellow
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
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- Featured an ex-convict, who bonded with a prison officer when she was serving
- Through the constant communication in prison, the 2 formed closed bonds and
- 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
- 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
- Relevancy
ex-convicts and how people are trying to help people in jail to find a meaning in
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