LTA's Thoughtful Bunch returns in latest Graciousness campaign

Singapore's Land Transport Authority (LTA) is rolling out its new iteration of its "Graciousness Public Transport Campaign" starring characters from the Thoughtful Bunch - Stand-Up Stacey, Move-In Martin, Give-Way Glenda, Bag-Down Benny, and Hush-Hush Hannah. These are LTA's ambassadors in promoting graciousness on Singapore's public transport.

Partnering with integrated marketing communications agency MullenLowe Singapore after a pitch, the campaign seeks to remind and encourage commuters to actively spread graciousness for a more pleasant everyday journey on Singapore's MRT network. Launching in the third quarter of the year, the campaign is set to run for six months island-wide. Additionally, it will run across mediums such as OOH, digital, and social communications.

“The annual Graciousness on Public Transport Campaign started in 2009 to promote acts of thoughtful behaviour on public transport, such as giving up seats, queueing in an orderly manner, and moving in for a more pleasant commute," Agnes Lim, director of marketing communications, explained. She added that the characters from the Thoughtful Bunch are also trying to do the right thing to make the travel experience on public transport more pleasant, just like the everyday commuter. 

Paul Soon, CEO MullenLowe Singapore said: “It is always exciting to have the opportunity to work on Singapore icons such as the Thoughtful Bunch, who through the years have developed a close affinity and relationship with all who live and commute in Singapore." He explained that the agency intends to continue building on what has already been successfully nurtured by Lim and her team by extending the emotions that all Singaporeans should feel when they take the steps to be thoughtful. MARKETING-INTERACTIVE has reached out to LTA for additional information. 

This is not the first time LTA has brought back the iconic characters from the "Thoughtful Bunch" as part of its Graciousness campaign. For instance, the Graciousness campaign launched in May 2020 comprised a communications strategy supported by creatives aimed at positively evolving commuter attitudes and behaviours on public transport in Singapore, leveraging on the characters from the Thoughtful Bunch. 

Created together with dentsu Singapore (previously known as Dentsu Aegis Network Singapore), the agency was tasked with originating a refreshed series of materials, and a campaign rollout that would advocate thoughtfulness as commuter demographics and travelling patterns on buses and trains shifted. 

Meanwhile, for its 2019 Graciousness campaign, also known as its 10th Graciousness Campaign, LTA splashed public transport nodes with vibrant and refreshed visuals. This was part of LTA's efforts to promote SimplyGo, a contactless payment mode. The publicity materials were featured on sheltered walkways, bus stops, MRT stations and theme trains, and sought to incorporate "stronger elements of inclusiveness" to encourage commuters to pay extra care to those in need.

That same year, LTA teamed up with students from the Nanyang Academy of Fine Arts to give its five gracious icons from the "Thoughtful Bunch" a makeover that not only looked chic but also accessible to everyone. The move aimed to convey that anyone can emulate the acts of graciousness advocated by the five characters.

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