Singapore, 4 October 2024 – The Singapore Kindness Movement (SKM) continues its mission to spread kindness with the launch of its latest anthology series, ‘Shorts³’. Inspired by the whimsical and creative style of filmmaker Wes Anderson, this collection of three short films — The Curious Case of Claire Charles, Kari (Curry, 咖喱, கறி), and Bubur Cha Cha — brings to life the theme of human connection and neighbourhood bonds in a visually stunning and meaningful way.
These short films spotlight pro-social norms such as mutual aid, appreciation, and gracious living, and aim to highlight the importance of fostering neighbourly relationships across Singapore’s multicultural landscape.
Michelle Tay, Executive Director of Singapore Kindness Movement, explains, “Our annual Be Greater campaign presents our continued efforts to spread and inspire kindness in Singapore. According to the SKM’s Graciousness Survey 2024, more than 4 in 5 respondents have encountered barriers to interacting with their neighbours. Through the creativity and storytelling of these three short films, I hope it broadens the mindsets of people that we all can be kinder as neighbours, as we aspire for a caring and considerate community.”
A Vision for a Kinder Singapore
The films, featuring Singaporean talents such as Benjamin Kheng, Shye, and Farah Lola, were produced locally by Bless7Up and can be viewed on multiple platforms including YouTube, Instagram, Facebook, and TikTok. SKM hopes these films will inspire Singaporeans to embrace kindness in their daily interactions and celebrate their multicultural community.
In tandem with the launch, SKM has partnered with local streetwear brand Cruddy for a creative out-of-home campaign, showcasing imaginative artworks at the Bugis Downtown-East West Line MRT walkway. Cruddy’s signature style blends art with social commentary, utilising negative space to highlight the essence of being part of a connected and supportive community.
Michelle Tay adds, “Shorts³ is a call to Singaporeans to engage meaningfully, to respect our multiculturalism, and to inspire others to foster greater connections with our neighbours. We are proud to have worked with amazing local filmmakers and talents who have brought our ideas to life.”
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Project heARTlands 24: Bringing Art and Kindness to the Heartlands
As part of SKM’s ongoing Be Greater 2024 campaign, the movement will also be launching Project heARTlands 24, a collaborative initiative with the Housing and Development Board (HDB) to bring art and kindness into Singapore’s heartlands. This year’s Project heARTlands will feature an immersive “Escape Room” experience that will be unveiled on 2 December 2024, running until 18 February 2025 at various locations including HDB Hub, Northshore Plaza, and Kampung Admiralty.
“The Be Greater campaign is about inspiring Singaporeans to be a greater version of themselves,” says Tay. “While we’ve had fun bringing this campaign to life, I hope it will evoke change and spark meaningful conversations that create a kinder and more gracious Singapore.”
A Playful Stunt to Spark Conversation
In a clever lead-up to the release of Shorts³, SKM executed a playful social media stunt with the launch of a pair of shorts inspired by the film Kari. Designed by local artist Teratai Mokhzani, the shorts featured vibrant curry elements and symbolised SKM’s commitment to celebrating kindness. The stunt succeeded in sparking conversations across social media, garnering hundreds of interactions and comments.
By blending art, culture, and social commentary, the Be Greater campaign aims to ignite thought-provoking discussions and inspire Singaporeans to reflect on the importance of kindness and community in their everyday lives.
About Singapore Kindness Movement (SKM)
The Singapore Kindness Movement is a non-profit organisation dedicated to encouraging graciousness in Singapore through simple acts of kindness. The movement advocates for greater civic-mindedness and helps foster positive and lasting change in society by encouraging all Singaporeans to be kind and considerate in their daily lives.
