SKM gives classic fairytales a heartland twist

The Singapore Kindness Movement (SKM) has reimagined The Three Little Pigs in a modern Singapore setting for its 2026 "Be greater" campaign, using a two-part film to encourage audiences to reflect on how everyday choices shape their communities.

Titled Into the hood, the film premiered to more than 1,000 students at Serangoon Secondary School on 15 October, ahead of its public release. The students also participated in a discussion with local musician Benjamin Kheng, who plays all three lead characters in the film.

The first part of the film will be released on SKM's digital platforms on 19 October, ending on a cliffhanger, while the second part will follow on 26 October.

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Set in the fictional Redhill Estate, the film follows three adult pig brothers, Hamlet, Napoleon and Buddy, as they move out of their parents' home and navigate life in a new neighbourhood. Inspired by familiar fairy tales, the story also features Little Red Riding Hood and a misunderstood Wolf, exploring how the brothers' decisions affect the wider community.

Part one depicts a neighbourhood gradually divided by indifference, with neighbours no longer greeting one another and Buddy's community drive left empty. The film ends by asking viewers: "Can we be greater together?"

The film was produced by local production agency Bless7Up and uses seamless visual effects inspired by online creator Zach King's digital sleight-of-hand videos. These effects bring fantastical moments, including the narrator's journey to Bidadari Forest, into the familiar setting of Singapore's heartlands.

The cast also includes Farah Lola as the narrator, Benjamin Byrne, known as The Smiling Afro, as the Wolf, and Shruti Nhair as Little Red Riding Hood.

Alongside references to The Three Little Pigs and Little Red Riding Hood, the film incorporates elements from Jack and the Beanstalk, Shakespeare's Hamlet and George Orwell's Animal Farm. It also draws on local folklore, including the legend of the swordfish, and everyday heartland experiences. 

Into the hood is available on SKM's social media channels, @kindnesssg, and website from 19 October.

Karun S'Baram, deputy director of strategic marketing and communications at SKM, who developed the concept and wrote the screenplay, said fairy tales provide a familiar way to communicate lessons across generations.

"Fairy tales are evergreen because they are never really about wolves or pigs. They are about us: the choices we make and the kind of people we want to be," he said.

In addition, Michelle Tay, executive director of SKM, said the film highlights how small everyday decisions can influence relationships within a neighbourhood, whether through gestures such as holding a lift door or acknowledging a neighbour.

"Kindness cannot remain just a good intention; it must become a daily habit across our workplaces, schools, and community," she said.

SKM is also using the film's cliffhanger format to encourage reflection among online audiences before revealing the conclusion. The approach draws on the Zeigarnik effect, a psychological concept associated with the tendency to remember unfinished tasks or stories, with SKM hoping the unresolved narrative will prompt further discussion about kindness and community.

Ahead of the film's release, SKM also introduced the Wolf through a social media stunt that teased the character as a companion to Singa, the organisation's kindness mascot. The stunt tapped into attention around Singa's appearance at the National Day Parade, with short-form videos teasing the Wolf's arrival across SKM's social media channels.

Portrayed as a friendly resident who helps Singa, the Wolf challenges the traditional image of the character as a villain. This mirrors the film's storyline, in which the community misunderstands and fears the Wolf despite his attempts to help, encouraging audiences to question their assumptions about people they do not know.

Beyond its online release, SKM has developed the film as an educational resource for schools. Structured in five acts with natural pauses for discussion, it can be used in Character and Citizenship Education lessons to encourage students to consider how their actions affect others.

At the launch, students watched the story up to the point where the community becomes divided before discussing the characters' decisions and how they might have acted differently. They then watched the ending, followed by a dialogue with Kheng, interactive activities and a group pledge.

Chen Fook Pang Remington, principal of Serangoon Secondary School, said the campaign aligns with the school's motto, "Seek, strive, serve", by encouraging students to consider how they can contribute to the people around them.

"'Be greater' brings this to life in a way our students can relate to, showing that a We First mindset begins in small, everyday acts at school, at home and in the neighbourhood," he said.

The campaign builds on SKM's efforts to address the gap between Singaporeans' attitudes towards kindness and their everyday behaviour. According to SKM's 2025 Graciousness Survey, 55% of respondents strongly believe kindness is personally important, while 33% believe people will help without being asked. Meanwhile, 46% expect neighbours to look out for others, but only 22% have witnessed this happening.

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