The Singapore Prison Service's campaign

The Singapore Prison Service's campaign seeks to update its image, while communicating its new mission of ensuring the safe custody and rehabilitation of offenders through prevention and aftercare. The Dentsu Young & Rubicam creative also seeks to project SPS as a professional 'new economy' organisation, which helps shape a more positive and productive society. The campaign focuses on a number of aspects, including calling on people to give ex-convicts a chance and not to prejudge them and it also features SPS' educational and work training schemes.