Saatchi LAB ties that yellow ribbon

Singapore - The Community Action for the Rehabilitation of Ex-offenders (CARE) Network has launched a Saatchi LAB-created Yellow Ribbon Project (YRP) campaign in a bid to encourage offenders to take responsibility and become a positive contributor towards the community.

The month long campaign runs in print, radio, OOH, online and Zo Cards, as well as including activities throughout September like the ‘Wear-A-Yellow Ribbon Activity', ‘Yellow Ribbon Fair' and a community art exhibition.

"Three years into giving ex-offenders a new lease of life, the YRP is back with real lives, real stories for 2007's initiatives - living testimonies of their success over the years. Ex-offenders front the campaign - coming clean of their past and becoming contributing members of society in their own ways. Each story is told through a simple twist of words and a personal polaroid showing a glimpse of their lives now," Moses Goh, CEO for Saatchi LAB said.

The Zo Card creative was slightly different and according to Goh was "in-line with the quirky nature of the medium". The creative shows bright yellow work tools, toys and objects relating to community work and used to represent opportunities that the public can give ex-offenders.

Universal McCann handled media planning and buying.