Singapore Kindness Movement splashes Nee Soon in vibrant murals celebrating kampung spirit

Singapore Kindness Movement (SKM) has unveiled its kindness murals that feature scenarios with its mascot, Singa the kindness lion, and everyday Singaporeans demonstrating spontaneous acts of kindness around the neighbourhood. At the same time, done in collaboration with Nee Soon Town Council (NSTC) and created by mural artist Joycelyn (pictured below centre), the murals highlight the history and unique identity found within each constituency. 

Strategically placed and identified at selected HDB void decks by NSTC, the kindness murals seek to strengthen the kampung spirit that Nee Soon is uniquely known for, as well as bring positivity, cheer and opportunities for conversation starters among residents. According to SKM, strengthening neighbourly bonds and their sense of belonging will help residents gain a higher sense of responsibility and consideration for their community. As such, with one kindness mural at a time, SKM hopes to promote greater acts of neighbourliness within every neighbourhood, leaving a mark of kindness. 

The kindness murals can be found at several void deck blocks 440, 398, 461B, 478A, and 468A in Nee Soon, as well as in the estates of Fernvale such as block 410B, and the outdoor walls outside of Fernvale Primary School.

Additionally, SKM has also taken to TikTok to upload digital content featuring the kindness murals, such as doing trends and dances against the backdrop of the kindness murals. 

In a statement to MARKETING-INTERACTIVE, SKM's spokesperson explained that SKM has more upcoming social media posts lined up to promote the kindness murals. It also hopes the murals can create opportunities for content creation, as organisations use them as backdrops to incorporate elements of kindness in their communication effort.

“Research has shown that constant exposure to colourful visuals is a powerful tool to communicate change. It can be used to signal action, influence mood, and even physiological reactions. We wish to thank NSTC for their support of this initiative. Through these kindness murals, SKM is able to promote gracious living and neighbourliness directly from the ground up," William Wan (pictured right), SKM general secretary, explained. 

MP Adviser Derrick Goh (pictured left) said: “I want to thank SKM for partnering NSTC to promote the evergreen value of kindness to our residents. The colourful and cheery visuals of the murals provide an important reminder us that every act of kindness takes us a step closer towards creating a gracious community and making Nee Soon a Home with a Heart.”

In line with its vision of promoting greater acts of neighbourliness from the ground up, SKM's spokesperson said it is actively talking to town councils to co-develop the kindness murals into their estates, and enlist their help to turn this into a reality. In particular, it hopes to extend the installation within Fernvale GRC and expand the kindness murals to other neighbourhoods across the island.

“SKM aims to add colour, vibrancy and leave a mark of kindness in every neighbourhood across Singapore,” she added.

SKM joins other brands such as Darlie Malaysia in leveraging art and murals to celebrate culture and heritage. In May, Darlie released a film titled "The Art of Semangat", the second instalment of its four-part year-long campaign #SemangatTogether. In the film, it showcased the creation of two mural pieces that seek to encapsulate the spirit of East Malaysians, with one locared in Kuching and the other in Kota Kinabalu.

According to Darlie then, the first mural portrayed the people of Sarawak being on the same boat and riding the waves together through thick and thin, symbolising the spirit of unity and togetherness shared between Sarawakians. The second mural painted a colourful picture of Sabahans moving forward hand in hand towards a shared vision of peace, camaraderie and hope.

Meanwhile, SKM was searching for an agency to develop a comprehensive digital and social media content strategy and framework in November last year. According to SKM 's brief then, it was a year-long appointment that started from 1 April 2022. The appointed agency is currently working on “A kinder you, a stronger us” narrative for 2022 and 2023, in which the narrative comes as part of SKM's Be Greater campaign, which highlights the collective strength that comes from each individual's kindness.

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