LOOK Yellow Ribbon Project calls for a second chance

The Yellow Ribbon Project (YRP) has launched a campaign to win over the hearts of the locals, placing its latest campaign on an interactive panel at bus stops in various locations.Several interactive screens at high traffic areas have been placed with brand advertisements.Some of these OOH panels also feature video collages consisting of compositions created by inmates and also motivational messages showing support for the project. QR codes or NFC (near field communications) codes are also placed to lead the public to the "Yellow Ribbon Road to Acceptance" app.To show their support, commuters are encouraged to take a snapshot through these digital panels. These photos are then collated by the YRP team and uploaded on the Facebook site for users to tag photos.Marketing understands that UM was the agency behind the campaign.The YRP was first launched in 2004 by the former president S R Nathan to engage the community to accept ex-offenders and their families.Each year a YRP is organised to generate awareness and garner support from the community to give ex-offenders.Another campaign created by The Gate Worldwide for YRP is also running at the same time.Here is what the campaign looks like: