Yellow Ribbon Singapore seeks new PR agency

Yellow Ribbon Singapore (YRSG), the outreach arm of the Singapore Corporation of Rehabilitative Enterprises (SCORE), is on the lookout for a public relations agency to manage its communications over the next two years, with an option to extend for an additional two years. The contract is set to commence in April 2026.

According to tender documents on GeBiz seen by MARKETING-INTERACTIVE, YRSG is inviting tenders to boost public awareness of the Yellow Ribbon cause and highlight the reintegration journey of ex-offenders. The scope of work covers strategic media engagement, issue management, crisis simulations, and spokesperson training.

The agency will be expected to provide a team of at least four consultants to deliver comprehensive PR services, including media monitoring, event support, proactive story pitching, and the development of key messages for Yellow Ribbon Singapore and its associated projects.

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The contract will also involve integrated communications planning, liaison with social media agencies, and post-event reporting with media coverage analysis.

Beyond media relations, the tender specifies that the agency must support YRSG in public engagement efforts, fostering social acceptance of ex-offenders, and encouraging community action to aid reintegration.

The PR partner will also develop and run crisis communications simulations and tailor spokesperson training programmes for staff, covering communication scenarios with media, ex-offenders, partners, and the public.

MARKETING-INTERACTIVE has reached out for more information. 

The tender comes amid ongoing efforts to raise awareness and support for ex-offenders. The move comes as Yellow Ribbon continues to build public awareness and support for ex-offenders through community initiatives.

Earlier this month, Yellow Ribbon Project partnered with Geneco for its festive campaign, “Star light, star bright”, alongside The Salvation Army’s Children & Youth Group – Kids In Play, Science Centre Singapore, and Families for Life. The initiative showcased artworks co-created by incarcerated mothers and their children during a rare open visit in September, highlighting stories of love, resilience, and second chances.

The pieces will be displayed in Geneco’s first-ever roving art gallery across Singapore from 1 to 21 December, with public votes contributing to a SG$10,000 donation to the Yellow Ribbon Fund. The campaign also includes limited-edition festive cookies from the Yellow Ribbon Bakery, with proceeds supporting rehabilitation and reintegration programmes.

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