Press Release

Acolad Backs Yellow Ribbon Prison Run 2023

22 September 2023

Acolad, global content and language solutions leader, took on the challenge of sponsoring the Yellow Ribbon Prison Run 2023. The event will take place in Veenhuizen, The Netherlands – plus two other locations in The Netherlands, as well as some other sites around the world - and will grant participants unique access to run through the iconic Veenhuizen Prison and catch a rare glimpse of the historic complex, which is celebrating its 200-year anniversary as well.

Aimed at changing society's mindset in giving ex-offenders a second chance in life, the Yellow Ribbon Prison Run started in 2009 and through the years, the strong support from both the public and private sectors has raised awareness and encouraged the community to take action by donating to the funding of reintegration programs for ex-offenders and their families.

Inspired by its theme - “Run Beyond 2nd Chances” – Acolad jumped at the opportunity to sponsor the event, which is hosted by the group’s long-standing partners DJI and Reclassering Nederland. A symbol of hope and an avenue to rally support towards creating reintegration opportunities, the Yellow Ribbon Prison Run fits right into the group’s policies of giving back to the community.

“Acolad has a long history of promoting and supporting all local or international initiatives that align with the principles of sustainability, social responsibility, and transparency.” – said Nancy Haehnel, General Manager at Acolad Netherlands. “We genuinely believe we have a part to play in society beyond the facts and figures of a financial operation or making sure we are compliant with rules and regulations. This event is an opportunity to truly create awareness and act upon our corporate social responsibility and we are incredibly proud to be taking part in it.”

As a sponsor, Acolad will be providing all participants with the exclusive event t-shirt with the logo for the Yellow Ribbon Run. On September 23rd, runners will be able to take part in the 10Km competitive run or the 6 Km non-competitive race.

"It's great that Acolad is participating with us in this first edition of the Yellow Ribbon Run. That is actually what the Yellow Ribbon Run is for; To show that inmates are not alone. That Acolad supports that initiative and makes this possible together with us is of course fantastic," said Mandy Brienen, Contract Manager of DJI's Procurement Implementation Centre. "Change only comes when we all stand together, and I am genuinely proud that for this event, we can work together with different parts of DJI and our partners to send this signal in this special and beautiful way."

The Yellow Ribbon Run is the annual flagship event of the Yellow Ribbon Project, a movement started in 2004 by the CARE Network (Community Action for the Rehabilitation of Ex-Offenders), striving to build a more inclusive society by changing society’s mindset to give ex-offenders a second chance to pay it forward to society.

The name of the event was inspired by the song 'Tie a Yellow Ribbon Round the Ole Oak Tree', which in turn is based on the (true) story of an ex-convict. After serving his sentence, he was welcomed with yellow ribbons hung in the trees – a token of the community to show that he was not alone. This inspired the cities of Singapore and Prague, to organize activities under the name 'Yellow Ribbon Run' - an initiative that then spread to other countries around the world.

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