Yellow Ribbon Project goes UP

Singapore - Following an intensive tender involving seven agencies, The Singapore Prison Service has awarded the Yellow Ribbon Project to Up BrandBuzz (UP).

The aim of the campaign, which launches in September (Yellow Ribbon Month) is to address and alleviate the issues faced by ex-offenders and promote their reintegration into society. The campaign runs across TV, print, radio, outdoor, viral and other supporting collaterals.

"Getting the Yellow Ribbon project is another high point in a good year for UP. The team came up with a concept that addressed the issue squarely, which the clients found to be fresh and bold," Anand A Vathiyar, MD of Up BrandBuzz, said.

The Yellow Ribbon projected started four years ago. Saatchi LAB took on the project on a pro bono basis in 2007. At press time it is uncertain if the incumbent took part in the tender this year.

According to the release, the all-creative tender is valued at S$250,000.