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:
- Digital Videos (featured on Facebook, Instagram and Linkedin) showcasing real officers in powerful, emotionally resonant narratives
- Targeted social media content that humanised the role and tackled misconceptions head-on
- OOH ads on MRT platform doors and bus shelter posters that turned daily commutes into moments of reflection and inspiration
- Digital display panels in high-traffic public spaces to reinforce visibility andmessage consistency
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.
