The 2024 'Be Greater' campaign by Singapore Kindness Movement won gold in Charity at The Drum Awards for Marketing, leveraging creative films and immersive experiences to boost community kindness, with over 11 million views and high engagement, significantly raising graciousness levels among participants.
The 2024 “Be Greater” campaign by the Singapore Kindness Movement (SKM) aimed to promote graciousness and neighbourliness, leveraging insights from its Graciousness Survey. The campaign’s centrepiece, Shorts3, featured three short films inspired by Wes Anderson’s style, focusing on issues like elderly social isolation, multiculturalism, and community spirit. To amplify the message, SKM executed a PR stunt called “Curry Shorts,” which generated widespread buzz, and launched Project heARTlands – BLK 61, an immersive escape room experience reflecting campaign themes.
The campaign was highly successful, with Shorts3 accumulating over 11 million views and significant engagement across social media platforms, particularly on TikTok. Project heARTlands was experienced by over 3,000 people, receiving an average rating of 4.6/5. Results from the Graciousness Survey 24-25 showed that those aware of the campaign were more likely to engage in acts of kindness and rated higher on graciousness compared to those unaware. Overall, the campaign effectively used innovative content and experiential marketing to foster kindness and positively influence social behaviour, aligning with SKM’s mission to elevate community standards through acts of kindness.