SKM, HDB celebrates SG60 with time-travelling kindness film trilogy

The Singapore Kindness Movement (SKM), in collaboration with the Housing & Development Board (HDB), has launched a short film trilogy titled "Maju-Lah!" to celebrate 60 years of nation-building through kindness.

Marking SKM’s latest push to inspire graciousness in daily life, the "Maju-Lah!" series explores the themes of care, connection, and contribution across different eras of Singapore’s history. Each film is shot in a single take, using the one-take cinematic technique to reflect the spirit of collaboration and community that has underpinned Singapore’s growth.

The trilogy follows recurring characters across time, beginning in 1966 and culminating in a speculative future set in 2025. It also features a recurring figure dubbed “Singa girl”, a mysterious, masked character who nudges others to act selflessly. The use of the term “Greatitude”, SKM’s blend of “Be greater” and gratitude, anchors the emotional tone of the series.

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In the first film, "Care", a young Azira is about to perform at the inaugural National Day Parade but finds herself late. With the help of her neighbours, including Dhruvan, who becomes a recurring character, she races through the jungle to make it in time, spotlighting the role of neighbourly care in shaping a newly independent Singapore.

Chapter two, "Connect", set in 1993, follows Crescent Chan, a student grappling with school pressure and financial difficulties. She finds unexpected support from Dhruvan, now a provision shop owner, and his community, illustrating how connections are strengthened through everyday acts of kindness.

The trilogy closes with "Contribute", set in 2025, during the SG60 celebrations. Azira, now a grandmother, donates to SGSHARE, while Crescent, now a volunteer, pays it forward. Together, they showcase how kindness can be passed down and reimagined across generations.

The campaign is available on Instagram, TikTok, YouTube, and Facebook, and ties in with the SGSHARE initiative under community chest. Viewers are encouraged to contribute, with donations eligible for matching under the government’s "SG gives" grant, which pledges up to SG$250 million from 1 January 2025.

By linking storytelling with civic action, the campaign aims to remind Singaporeans that even the smallest gestures can shape generations, and that kindness remains essential as the nation moves forward.

“Kindness isn't just a value we aspire to; it’s the very foundation upon which Singapore was built and continues to thrive. 'Maju-Lah! brings to life how everyday acts of care, connection and contribution, seen since the 1960s have shaped the interconnected community we are today. Every gesture of kindness, no matter how small, creates ripples that echo across generations and strengthen the fabric of our nation," said Michelle Tay, executive director of SKM. 

In tandem, Karun S'Baram, deputy director of strategic marketing and communications at SKM said, "The one-take approach was intentional. Just as kindness unfolds naturally in real time, we wanted viewers to experience these stories authentically, without cuts or interruptions. We encourage audiences to watch all three chapters in sequence, allowing each story to build upon the last. We hope audiences will watch, reflect, and internalise the messages in ways most meaningful to them, drawing their unique connections to the enduring spirit of 'Greatitude'."

SKM is not the only organisation turning to storytelling to mark SG60. In April, the Ministry of Culture, Community and Youth (MCCY), together with DDB Group Singapore, rolled out its own film series celebrating the shared values that have united Singaporeans over the decades. The campaign highlights multiculturalism as a cornerstone of social cohesion, and urges Singaporeans to preserve and expand common spaces for people of different cultures and backgrounds.

Meanwhile, the Agency for Integrated Care (AIC)has launched a new campaign titled "Life unstoppable" to spotlight Singaporean seniors ahead of the nation’s 60th birthday. Aimed at shifting public mindsets around ageing, the campaign encourages active senior participation in the community through Age Well SG programmes and aligns closely with the SG60 theme of inclusive nationhood.

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