We very much welcome Edelman's new humane, empathetic campaign for the Singapore Prison Service (SPS). In new work to celebrate SPS' prison officers and staff—or Captains of Lives—a new brand film traces the journey of an inmate who is struggling to cope with imprisonment and his role as a father.
The video journeys the prison officer's support and encouragement for the inmate which starts a 'ripple of good', impacting the lives of the inmate and his family, and leading the inmate to embark on a 'new chapter' in life.
Commissioner of Prisons Shie Yong Lee said that Captains of Lives may require to have a 'steely' attitude, but their greater purpose is in 'unlocking' the potential of inmates by preventing re-offending and encouraging them to flourish. The aim is to not just portray prison officers' roles as safety and security, but also in rehabilitating and reintegrating inmates.
"This requires COLs to have the 'heart' and be guided by a strong sense of mission, purpose and persistence. We cannot do this alone, and we are grateful for the strong support of our volunteers and partners who work alongside us in unlocking the potential of our fellow Singaporeans for a safer Singapore," said Lee.
Victor Ng, executive creative director, Edelman Singapore, said that the team's creative insight was that when you change someone for the better, you also impact those around them.
"An inmate is often viewed through his identity as an offender, so we want to help the audience to see the protagonist as a father and husband in this film. The outcome is a moving story of a father and son, both striving to start afresh as they take on the many tests of life," said Ng.
The video will be published on broadcast and digital platforms, alongside print and digital ads island-wide that also showcase the varied roles within SPS.
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