The Singapore Kindness Movement (SKM) has released a short film about kindness and inter-generational bonding called “Mud Doll”.
Conceptualised by 3-Sixty Brand Communications, the two minute spot premieres on Channels 5 and 8 on 30 March 2015 while a 60-second version begins its run in selected cinemas island-wide. The full-length clip can be viewed on SKM’s YouTube channel, KindnessSG.
In line with its theme of “A Nation of Kindness Starts with One”, the video spot explores the unlikely relationship between a little girl, Megan, and an elderly resident.
The girl finally won the older lady’s heart, after several failed attempts. Their burgeoning friendship takes a sentimental turn as the video ends at a hospital scene, with the elderly accompanying the young girl by her bedside.
Watch the campaign below:
Set against the Singapore heartland backdrop, the spot celebrates the triumph of kindness. The spot closes with a simple message - “It is in giving that we receive”.
In its third year, the campaign evolved from 2013’s one action (“One wave, one step, one move”), to the actions of one individual or group, through profiles of real-life kindness heroes and ground up movements last year. In the latest phase, “One” comes full circle and explores the idea of a true nation of kindness, where anyone from any walk of life can and will express one’s innate kindness, making it an inseparable part of our social compact and national identity.
William Wan, general secretary, Singapore Kindness Movement said: “While campaigns that spell out desirable, pro-social actions and behaviours have been effective, I think it is safe to say that as a society, we have grown up. Not every situation is as simple as black and white. By being more emotive and introspective, we hope to gently provoke more thought and consideration about what our shared future might be like, and inspire each one to desire and own the making of a Nation of Kindness.”