How do you get commuters to care about graciousness again — especially when traditional PSAs have become background noise?

SKM wanted reminders that felt relatable, modern and impossible to ignore, while still carrying the warmth of their long-running mission.

Approach

Instead of telling Singaporeans to “be kind,” we zoomed into the real frictions of shared spaces — upstairs neighbours, train etiquette, late-night noise — and retold them with charm, humour and an unmistakable visual identity.

Each PSA became an illustrated slice of Singapore life: recognisable, funny, and gently self-aware.
Not a scolding. Not a lecture. Just a nudge wrapped in a smile.

The Four PSAs

1. Fly Into Action

A neighbour trips, groceries flying everywhere.
Our illustrated hero literally “flies into action” — a dynamic, comic-book exaggeration of a simple truth:
Helping others shouldn’t be rare; it should be reflex.

Key message: Be more than just neighbours. Lend a hand to those who need it.

2. Sun Down, Volume Down

The universal Singapore soundtrack: furniture dragging, kids bouncing, inexplicable thuds.
We turned these nightly disturbances into a two-storey tableau — upstairs chaos vs downstairs shock — to remind residents to be considerate after hours.

Key message: Noise travels. So should kindness.

3. Look Out for Each Other

A classic HDB corridor scene comes to life: neighbours waving, checking in, passing drinks, and watching out for one another.
A warm, familiar visual celebrating our everyday MVPs — the people who keep the kampung spirit alive without fanfare.

Key message: Neighbours who look out for each other are the real MVPs.

4. Save It For The Stage

The MRT mini-concert nobody asked for. A melodramatic “performer” belts away while a mum and baby wince — a humorous reminder that public transport is a shared space, not a personal audition room.

Key message: Consideration makes every ride smoother.

Execution

We transformed City Hall MRT into a full OOH narrative — pillars, escalator shafts, gantry panels and long hallway wraps — turning a high-traffic interchange into a giant illustrated neighbourhood.

Bright SKM yellow anchored the environment while teal line art ensured clarity at commuter speed.
Interactive QR codes added a digital layer, encouraging passersby to “Practice, Share, Amplify.”

 

Impact

Even without hard KPIs, the takeover achieved what most PSAs struggle with:

  • Commuters stopped to take photos –  especially with the oversized cat and yarn-ball QR.

  • Social sharing emerged organically.

  • The humorous approach softened the “nagging” tone typical of PSAs.

  • And SKM gained a refreshed visual language that feels modern, warm and distinctly Singaporean.