Mission Statement
We enhance the SPF brand.
Vision Statement
SPF's Ambassador and Intelligent Voice.
Corporate Communications Division
SPF and MediaCorp's Blockbuster TV Drama –
C.L.I.F. (Courage, Loyalty, Integrity, Fairness)
For the first time, viewers can expect the most realistic Singapore-based police drama ever brought on screen.
Inspired by actual crime files and operations of SPF, the 20-episode drama shares with the public an insight into the life and work of officers in the Police Force and help them better understand the men and women in blue. In the process, viewers can appreciate the values which beat in the hearts of all Police officers: Courage, Loyalty, Integrity and Fairness (C.L.I.F.).
C.L.I.F. also aims to reach out to the community and inspire them in the fight against crime.
Internal Communications for Major Events
The Singapore Youth Olympic Games held in August 2010 saw the biggest scale of police deployment ever. With Police deployed at 48 venues, internal communications were executed successfully to keep officers updated and informed. Apart from the informative S2010 intranet website, regular videos and posters were disseminated to the various venues to boost the morale of officers, contributing to the overall success of the SPF ’s mission.
Revamped Police Life Monthly ( PLM ) Magazine
The SPF corporate magazine underwent a transformation in September 2010 to bring to its readers a more vibrant look and feel the dynamism and pulse of the SPF . Apart from the visual transformation, new sections and articles are introduced to make PLM the lifestyle magazine for all SPF officers.
Heritage and Special Projects
As part of its continuing efforts in preserving and generating awareness of SPF ’s heritage, PAD embarked on several education and outreach projects in 2010 to increase an awareness of its collections.
Heritage Conservation Workshop
To help SPF ’s Heritage Liaison Officers in their collection and preservation of materials of historical value, a heritage conservation workshop was conducted in January 2010 with the objective of enhancing awareness of the importance of preventive conservation in the care of SPF ’s collection. This workshop was conducted by conservators from the Heritage Conservation Centre of the National Heritage Board. From this insightful session, SPF ’s officers learnt how to better care for SPF ’s collections.
Police Heritage Centre Open House
PAD held an Open House from 30-31 October 2010, attracting 293 visitors to PHC over the weekend. For the first time, PAD leveraged on new media technology to engage grassroots members and engage them in SPF events. To reach out to a wider group of visitors, HSP organised several fringe events such as face-painting and balloon sculpting to attract families with young children to the event. The Open House was met with great success from families who used this event as an opportunity to bond with their children while sharing aspects of their work life with them.
Video montage for SPF Band 85 the Anniversary Concert
SPF Band enlisted the consultancy services of PAD to compile a video montage for its 85 th anniversary concert at the Esplanade. Entitled ‘The Force’, the video montage traced SPF ’s history from its early years to current day, showcasing the Force’s trials and tribulations as well as the progress it has achieved, growing from a tiny establishment to an organisation of world-class standards. To bring history to life, PAD provided rich research material and archival photographs to highlight key milestones in SPF ’s history. The montage, played in tandem with the live classical music formed a visually captivating backdrop for the performance.
Media Relations Division
Supporting Police Operations for Major events/exercises
MR Division played a critical role in supporting Police operations for the various major events/exercises in the area of information management. Through strategic positioning and media engagements, MR ensured that key messages were effectively conveyed, Police operations appropriately profiled and misinformation (if any) swiftly corrected. Notably, MR Division was instrumental in generating sustained and positive media coverage for Exercise Northstar VII in 2009 – the biggest ever anti-terrorism drill in Singapore ; and in getting the media themselves involved as role players in the Exercise for the first time in years. In 2009, MR Division also collaborated with INTERPOL in managing publicity for a major international event – The 78 th INTERPOL General Assembly; generating positive press coverage for the event and Singapore. Other significant major events and exercises MR supported in the past 2 years include:
- Singapore ’s F1 Night Race
- NDP 2009
- APEC Singapore 2009
- SYOG 2010
- Exercise Times Square (test of public vigilance)
New Media Division
Singapore Police Force ( SPF ) Innovation Awards Winning Initiatives in 2010
- SPF Facebook Page and RazorTV i-Witness Initiatives Growing Leaps and Bounds.
Over 53,000 fans were achieved for SPF Facebook over the past 2 years.
Over 139,000 views of RazorTV i-Witness videos on RazorTV over the past 2 years.
SPF Facebook
SPF Facebook page provides an extended platform for Police to reach out to people living in Singapore and overseas with recruitment information, crime prevention advisories, counter terrorism messages and public education materials on topics like road safety, road courtesy and anti-drink driving. The page currently has more than 53,000 fans. Interaction with the fans is also active with over 50 responses for each SPF posting. The page also receives in average 600 unique visitors daily generating 5000 page views per day.
Based on the number of fans and interaction, SPF Facebook has been the most effective and successful social media platform. It is currently ranked among the top Police Facebook pages around the world in terms of the number of fans. The growing number of users is attributed to the regular and timely crime alerts and crime prevention tips, as well as useful information on recruitment matters for those who are keen to have a career in the Force or to contribute to crime-fighting by joining as volunteers.
RazorTV i-Witness
SPF together with the Singapore Press Holding ( SPH )’s Straits Times RazorTV co-produces an online video programme called i-Witness. It essentially consists of three-minute video clips that appeal to the public to come forward with information on unsolved crimes. Each video clip is co-hosted by a police officer and a RazorTV journalist.
The video clips are not only streamed on online RazorTV but they are also embedded on the online news website straitstimes.com, and Police’s Facebook and YouTube channel, thus extending its outreach to a wider audience. The clips are also beamed on SPH Media Box Office screens at all POSB Banks and various mega shopping malls around the island. There have been a total of 10 videos produced so far and each video receives over 139, 000 views on online RazorTV and an average rating of 4.8 out of 5 stars.
Five out of ten crimes featured have been solved by Police after the video clips were uploaded. One of the cases has even been solved directly due to the information provided by an online viewer of i-Witness.
Planning Division
Annual Charity Fund-raising Events
Over 1.2 million dollars was raised for Community Chest beneficiaries over the past 2 years.
Police & Friends Celebrations 2010 – SPF Band 85 th Anniversary Celebrations cum SPF Annual Charity Drive
PAD, in collaboration with Police Sports Association and SPF Band, conceptualised and executed the charity drive which comprises the PSA Vertical Marathon and ‘The Force’ concert. The strong support from officers and SPF strategic partners eventually helped to raise an unprecedented S$709,782 for five beneficiaries under Community Chest, far exceeding the target of S$350,000. This is the highest amount SPF have even raised for Charity in a single event. PAD had worked hard to ensure the smooth execution of the events and in the end; SPF donated the highest net value in SPF history in a single event to Community Chest.
PAD also took the lead and spearheaded both the internal and external communications plan for the Police & Friends Celebrations 2010 which was very well-received by all our target audience and sponsors.
Charity Movie Premiere – ‘9’ on 09/09/09
PAD rose to the occasion to organise and coordinate the Charity Movie Premiere of ‘9’, the major fund-raising event of the year in 2009 in support of Community Chest. Despite the economic uncertainties in 2009, the spirit of giving was still strong. SPF raised a total of $509,878 for five programmes under the Community Chest and never before has a single Movie Premiere in local scene manage to generate such a huge amount in terms of dollars and cents.
To make it even more memorable, PAD had only utilised less than 4% of the donationa raised to execute the entire project. This efficient and tight budgeting allowed more funds to be channelled to the beneficiaries.
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