Boon Hau Tan - Yellow Ribbon Prison Run 2019 (Unrealised)

Proposal for Yellow Ribbon Prison Run 2019. Building on the previous year’s well-received run, and brand framework — this edition sought to expand on the previous year’s call-to-action campaign to “#iAccept”, with this year’s edition being “Rethink, Reflect and Rewrite”, illustrating the steps of rehabilitation for an inmate.

“Rethink” the past, “Reflect” on the present and “Rewrite” the Future. A theme that invites both the internal (inmates) and external (public) parties of Yellow Ribbon Project to ponder about the idea of “second chances”. For inmates to rethink and rewrite their futures, and for the public to contemplate their own prejudices; hoping for a common consensus on a shared ideological platform.

This proposal was not selected in the end, due to other external factors (i.e. lower bids from other companies) being given more weight in bid assessment.

Run identity in different applications.

YRPR 2019 brand identity breakdown.

YRPR 2019 brand identity proposal slides.

Runner's bibs, in different categories.

From top to bottom: car decal; Runner/Pacer/Organiser tees, with script-tape motif.

Publicity visuals/collaterals. From left: Anchor publicity visual in the poster (early prototype); street banner.

The "composite image" campaign visual was borne out of the "Rethink, Reflect, Rewrite" theme. The stylised image sought to secondary-ly convey narrative (by way of a dynamic sports collage): the past, present and future of a silhouetted "everyman" protagonist, while still hitting the key tropes of a governmental public-facing campaign (multi-racialism, family unit, positivity...), as well as key YRPR signatures (Old Changi Prison wall, run-on-road).

The visual was also intended as a "moster" or motion poster, on select mediums and platforms.

From left to right: Website splash page; social media templates.

Following the success of the previous edition's "Art on Route" (and the knowledge that the pool of inmate art is very limited), "Words on Route" distance markers were proposed, with the "pull-out quotes" coming from the the incoming year's batch of "Letters From Behind the Wall" programme. Being well-received the previous year, and intending to extend the reach of the programme to more eyeballs on route.

Proposed "Games on Route" - "Pledge Stepper". Runners to step on positive messages to interactively "pledge" to the cause.

Proposed "Games on Route" - "Roll Rattle". Runners to run their hands over the "rattles" (with brand messages) as they run past, creating a din (cheer) to add to the atmosphere and as a fun tactile reinforcement of their pledges.