Singapore Kindness Movement (SKM) has launched a new 2018 campaign challenging Singaporeans to Be Greater. The movement looks to encourage the local community to go beyond random acts of kindness, and think of individual and collective characters and values.
In addition, it aims to act as a call for everyone to be better and greater versions of themselves, no matter which social groups they belong to.
The campaign will be rolled out in several stages, the first being the manifesto video which encapsulates the spirit of the campaign. Directed by local filmmaker Kirsten Tan, the spot will be screened as an advertisement in cinemas and on television until the end of July. This includes local television channels such as Channel 5 and 8 as well as StarHub channels such as BBC Earth, E-City and Warner TV.
The movement will also be supported on other various mediums such as outdoor ads on buses and train station wallscapes, as well as print ads. The ads feature real-life individuals who have gone above and beyond to foster change in their communities. These include Amanda Chong, a lawyer who co-founded a reading programme for underprivileged children; Bruce Loh, an MMA fighter who places sportsmanship above competition; Ayuni, a student who mentors her younger peers in school; and Senthil Anathan, a civil servant who volunteers regularly.
Other than traditional advertising channels, the message is also being spread by famous personalities and influencers such as Fandi Ahmad and Wong Li Lin among others. These personalities have crafted their own kindness statements on individual “Be Greater” T-shirts, and will act as walking ambassadors of the campaign, sharing messages and accounts of kindness across their social media.
To further bolster the movement, SKM has brought on board Starbucks Singapore to launch its first-ever Kindness Cafe this August. For a month-long, the cafe will be decked in friendly kindness quotes and reminders, in line with the “Be Greater” campaign push. Considerate customers who display kindness will be identified by the staff, who will in turn reward them with exclusive campaign memorabilia jointly designed by SKM and Starbucks.
“The Be Greater campaign aims to embolden society to be kind, unhindered by doubts or self-consciousness. Kindness should become second nature, not limited to random acts. It should be sustainable, where one good deed begets another, fostering long term change. If the acts of a few can affect many, the collective acts of many would transform a nation,” William Wan, general secretary of the Singapore Kindness Movement.