Captains of Lives and Yellow Ribbon Project
The Singapore Prison Service (SPS) launched its Captains of Lives vision in 1999 to:
- Communicate its mission of protecting society through the safe and secure custody of inmates, while providing rehabilitation programmes;
- Engage the community in the work of rehabilitating inmates;
- Attract new officers who embodied the Captain of Lives values;
- Further communicate the important role played by the community in the creation of a stable and accepting social environment where inmates and ex-offenders can contribute.
Burson-Marsteller (B-M) has worked with SPS since 2001, creating community communications campaigns to support these objectives. B-M has also supported the communications programme for the Yellow Ribbon Project since its launch in 2004.
Regional Celebrity Wakin at C2C Concert
Strategy/Implementation
The multi-faceted communications campaign for the SPS utilised the media and engaged directly with key audiences. Programmes include:
- Yellow Ribbon Project – Burson-Marsteller developed a programme and framework for all media initiatives aimed at “Unlocking the Second Prison” through community-involvement activities. The campaign was also leveraged to highlight the rehabilitation programmes by the SPS and to reinforce the Captains of Lives vision.
- Media Relationship Centre – A continuous flow of information to the media about initiatives and rehabilitation programmes of the SPS, profiles of prison officers and inspirational inmate stories has helped the SPS maintain a high profile throughout the year. Supportive external opinion leaders have also helped further the Captains of Lives vision.
- Issues Management Program – Track and manage issues arising from the SPS’ communications efforts and ensure the prison activities do not result in any negative reaction amongst the SPS’s stakeholders.
- Internal Communications – Burson-Marsteller developed and implemented an internal communications programme to refresh the Captains of Lives vision and to ensure that all internal audiences are aligned in their understanding and rationalization of the vision and mission.
- Key Message Development and Media Training – Interactive sessions to refine the message to be used by the SPS and to ensure that the Prison spokespeople are trained to deliver those messages.
Volunteers at "Wear a Yellow Ribbon Flag" day
Results
For the Singapore Prison Service
- Extensive media coverage generated from the launch of the Captains of Lives campaign, and sustained media interest in the SPS and its programmes
- Captains of Lives is acknowledged as one of the strongest Singapore brands
- SPS is recognised as a thought leader in inmate management and the prevention of re-offending and offending
- Campaign has contributed to SPS’ business result of better staff recruitment and retention
- Internally, staff have a higher morale
- Direct feedback through regular Organisational Climate Surveys
- Increased community support for initiatives and programmes implemented by SPS
For the Yellow Ribbon Project
- A 2006 survey showed that 75% of respondents are aware of the Yellow Ribbon Project and its objectives without being prompted
- Each year, some 350,000 Singaporeans don the Yellow Ribbon during the month of September in a symbolic show of support for the reintegration of ex-offenders
- More than 1,700 employers have signed up with the Job Bank, indicating their willingness to hire ex-offenders
- Active community participation in Yellow Ribbon events and positive endorsement of the campaign by community leaders, including Prime Minister Lee Hsien Loong and his Cabinet
- Extensive media coverage in all local print and broadcast media including news features on breakfast talk shows such as Prime Time Morning
- High profile of the campaign has attracted active participation by international correctional authorities keen to learn about the YRP.
Passerby donates to Yellow Ribbon Flag day