IDEA
Created specifically to take advantage of the interactive platform of Clear Channel, to be displayed on selected bus-stop panels around Singapore, we decided to adopt a more hard-hitting tone to deliver the message that stigmatisation is a biased and narrow-minded viewpoint that does not help us see the bigger picture at stake.
The campaign focused on three family members that are most affected by society’s non-acceptance of the ex-offender: the children, wife and parents.
The beginning frame starts off with an image of a family member seemingly behind bars, together with a carefully crafted caption that suggests they are serving a “sentence”. This snapshot represents the myopic and narrow-minded viewpoint of society in general when it comes to how we all view ex-offenders and their immediate family.
An image of a key glows on the right side of the frame and sits below a lock, encouraging the viewer to move it upwards to “unlock” the stigma to reveal the full picture.
