GOODSTUPH turns schoolyard slurs into pride keychains for Pink Dot 2025

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Social media agency GOODSTUPH is reclaiming queer slurs this pride month in its latest merch for Pink Dot 2025.

Dubbed #MajulahSissypura, the campaign invites supporters to turn up at Pink Dot wearing school-inspired outfits and keychains that proudly display slurs once used to taunt them. The idea, according to the agency, is to help the LGBTQ+ community rewrite their traumas with pride and style.

“The merch is a love letter to every queer kid who survived school. It’s not about fashion, it’s about reclamation. By turning childhood slurs into proud statements, the merch gives our community something to wear with defiance. All profits go to Pink Dot SG, but the real value is in turning shame into strength,” said Pat Law, founder of GOODSTUPH Singapore when MARKETING-INTERACTIVE reached out.

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The keychains, made of soft PVC rubber, measure 3.2cm by 2.4cm by 1cm and come in five variations - "Lesbo", "Ah Gua", "Just a phase", "Bapok" and "Fruity". Each eraser features a flag representing each identity. According to Law, the inspiration came from school, a place where many first learned shame.

"This year, we’re taking the insults we grew up with and flipping the script. The eraser — an object every Singaporean kid knows — is symbolic. But this time, it’s not for erasing. It’s for remembering. Remembering who we were, who we’ve become, and the shit we’ve endured to get here," Law added.

Marketing efforts for the campaign will be driven primarily by the community as well as social media including Instagram posts and reels.

All profits from the sale will be donated to Pink Dot. The keychains were designed by GOODSTUPH’s resident creatives, with Ariel John, Chanel Lee and Fatih Rosli on art direction; Haikal Azizi on copywriting; Chentini Asih Ayudya and Cornelia Lambertus on motion; Nik Voon and Not a Tastemaker on photography; and David Rosh Owen Devan and Desita Citra Resmi on social strategy.

Law said working with its in-house team was intentional. “Because no one tells our stories better than us. Our team isn’t designing for the LGBTQ+ community from the outside looking in — we live it. We’ve been called the names. We’ve worn the labels. So when we say ‘Majulah Sissypura,’ it’s not branding. It’s personal. This was never going to be outsourced," Law said.

“We’re done being called names. This year, we’re wearing them with pride. #MajulahSissypura isn’t just a campaign — it’s a quiet rebellion against every classroom insult, every hushed whisper, and every moment we were made to feel small. We’re reclaiming the language that once hurt us and turning it into a celebration of who we’ve always been,” Law added.

Last year, GOODSTUPH launched its "Legends in pink" merchandise collection for Pink Dot SG 2024, marking its eighth year as coral sponsor of the LGBTQ+ event.

The collection celebrated queer Asian heritage through stories of strength, love and fluidity, featuring figures such as Shikhandi, Emperor Ai and Dong Xian, and the androgynous Sida-sida and Bissu. The range included an exclusive T-shirt and a modern take on the sarong and aims to reclaim and honour Asia's queer roots.

Earlier in May this year, Pink Dot launched a multi-year campaign celebrating the diverse expressions of queer love between partners, among friends and within chosen families. Central to the campaign is a community time capsule initiative which invites LGBTQ+ Singaporeans and allies to contribute personal items that tell stories of love.

Set to culminate at this year’s Pink Dot event on 28 June at Hong Lim Park, the time capsule project will showcase selected submissions before sealing them away until 2050.

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