In an evolving landscape of career expectations, the Singapore Prison Service (SPS) faced the challenge of attracting the next generation of rehabilitation officers—individuals who could look beyond stereotypes and see correctional work as a calling. SPS needed a bold, multi-channel recruitment campaign that would not only elevate the visibility of the role, but also reframe it as a career rooted in purpose, resilience, and humanity.
The campaign should engage younger audiences, overcome misconceptions of the prison service, and spark pride in serving a vital yet often unseen mission: transforming lives from within.
SiliconPlus developed an integrated recruitment campaign anchored by the powerful tagline ‘Conviction. Courage. Care.’
This became more than just a slogan. It was a rallying call that encapsulated the heart of the SPS officer’s role: the conviction to uphold safety and justice, the courage to face complex human challenges, and the care to guide rehabilitation and reintegration.
We rolled out a multi-platform strategy that included:
Walk with Women’s 2025 campaign injected a fresh spin on why Singaporeans should ‘Walk your way, change her world’. With a new identity, new formats, and the support of trusted influencers and creative voices, the campaign targets new audiences beyond the traditional donor and participant networks. Our digital strategy included:
The visual identity leaned on strong, cinematic imagery with warm tones that balanced authority with empathy — signalling that SPS officers are not just enforcers, but transformers of lives.
The campaign generated strong traction across channels and sparked renewed interest in SPS careers:
- Significant increase in recruitment interest and traffic to SPS career portals within the first month of launch
- Positive public sentiment on social platforms, with many commenting on the emotional depth and relevance of the videos
- High recall for the campaign tagline across both physical and digital touchpoints
- Successful rebranding of SPS roles from disciplinarian perceptions to that of changemakers in society
By connecting head and heart, the “Conviction. Courage. Care.” campaign helped redefine what it means to serve not just within prison walls, but within the fabric of Singapore’s society.
