Singapore Kindness Movement

The Singapore Kindness Movement (SKM) was formed in 1997 to encourage Singaporeans to make a commitment to gracious living through acts of kindness in their daily activities. With a mission to build a gracious Singapore by creating public awareness for acts of kindness to inspire them, as well as influencing and raising standards for behaviour and responsibility, SKM has been a key player in addressing municipal issues over the years.

Since 2021, SKM has worked with MSO to conduct its annual Graciousness Survey, measuring residents' sentiments on social norms related to neighbour noise, secondhand smoke and cleanliness in common areas.

SKM has been leading outreach initiatives for several years to promote pro-social norms and neighbourliness, one example being the "Then How?" video series. "Then How?” is a light-hearted and engaging series launched in 2023 which utilises humour to create awareness on municipal issues like noise, cluttered corridors and bulky refuse. Data collected indicated fewer complaints during the run of the series.

SKM also supported many ground-up initiatives to promote considerate behaviours that foster a better living environment in our neighbourhoods. One such initiative was the “Be Kind, Ride Safe” campaign launched in August 2021, a collaborative grassroots effort involving the Land Transport Authority (LTA), SKM, Sembawang Town Council, and the Safe Cycling Task Force. The “Be Kind, Ride Safe” campaign raised awareness among cyclists and pedestrians about the importance of responsible public space usage. Rather than relying on enforcement, this campaign focuses on education and promoting a considerate cycling culture.

The "Then How?" video series uses colloquial language and humour to bring across municipal messages in a light-hearted and easily digestible manner.

“Be Kind, Ride Safe” standee at Nee Soon East constituency.