CLIENT
YELLOW RIBBON PROJECT SINGAPORE
PERIOD
DEC 2017 – MAR 2018
SCOPE
• OOH: BUS/TAXI
• PHOTOGRAPHY
• DIGITAL IMAGING
BRIEF
Raise awareness about the difficulties faced by ex-offenders in starting anew, and encourage public to step forward to help.
IDEA
When you see a raised fist of an ex-offender, do you see his rage or determination to change? When you see the hand of someone who once committed theft, do you see a hand that stole, or one that is trying to put food on his family’s table?
“Lend a Hand” is a series that seeks to play on the perception bias of the public and raise awareness of how we all tend to see ex-offenders. Four separate hand imageries shot in stark black and white were commissioned for the campaign to, depict four different struggles. Depending on how the public view it, they may either see the hands’ past, or their current struggles.
What do you see?
PHOTOGRAPHY
PHOTOGRAPHER: Collin Chai
HAND MODELS: Roland Seah, Alex Lim, Zandric Lim, Ng Man Ning, Johnson Lee
DIGITAL IMAGING: Collin Chai, Lyonne Tan
