SPS: Of Steel & Heart


TITLE
SINGAPORE PRISON SERVICE RECRUITMENT CAMPAIGN 2021

CLIENT
SINGAPORE PRISON SERVICE

BRIEF
Raise awareness to the important roles that Prison Officers do, and drive recruitment for this special breed of Officers.

CONCEPT
It takes someone special to become a Prison Officer, someone with courage, discipline and leadership, as well lots of empathy and heart. Someone who sees things differently from others.

The concept aims to bring out the what makes a Prison Officer unique – the perspectives that an they take in life are much different to how ordinary people perceive things.

At the same time, it also reinforces the qualities a Prison Officer need to possess – Someone who not only has nerves of steel and courage to fulfil the operational roles, but also lots of heart to excel in a rehabilitative role.


 

 

 

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