SKM 'glitches out' to reboot Singapore's kindness culture

Singapore Kindness Movement (SKM) wiped its social media clean this week in a curious “glitch” that had followers wondering if the nation’s ambassador of niceness had gone rogue.

In a series of cryptic Instagram and TikTok posts, SKM uploaded glitchy videos featuring blurred-out local talents and mysterious captions that seemed riddled with typos, until users noticed a pattern. The letters “P”, “S” and “A” appeared in uppercase across multiple captions, hinting at something bigger on the way.

The social stunt, dubbed “Operation glitch out”, ended with a tongue-in-cheek Notes app “apology” post for the “technical difficulties” SKM had been experiencing. Each upload faded into a glitch-effect heartland landscape, where faceless figures, the campaign’s zentai actors, could be spotted moving in and out of frame.

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The creative chaos, it turns out, was a teaser for SKM’s latest "Be greater campaign 2025" and a new series of Public Service Announcements (PSAs) on gracious living and mutual support.

The five-part PSA series draws inspiration from Kasuo Taishou, also known internationally as Japanese Masquerade, and reimagines it with a Singaporean twist. Produced by local agency Bless7Up, the short films feature local talents including Benjamin Kheng, Chow Jia Hui, Tommy Wong, Farah Lola, Ben Byrne (The Smiling Afro) and Eswari Gunasagar.

Using zentai actors, performers clad in full-body suits who manipulate props and sets from behind the scenes, the films create surreal yet heartwarming scenes depicting everyday acts of kindness. The PSAs translate big social ideals into bite-sized stories about neighbourliness, appreciation and empathy.

By using an arts-based, short-form format, SKM aims to show that kindness is neither lofty nor theoretical, it is something woven into daily routines, from sharing seats on the MRT to helping an elderly neighbour carry groceries.

SKM’s approach builds on data-backed insights that audiences respond more strongly to artistic storytelling than traditional awareness messaging. The PSAs act as a bridge between entertainment and behavioural change, using emotion and metaphor to inspire viewers to act.

Through the campaign, SKM hopes to normalise kindness as a default social response, provide practical models of gracious behaviour, and drive a cultural shift toward everyday empathy. The organisation describes the artistic choice as a “sophisticated behavioural intervention”, with zentai actors serving as metaphors for the unseen kindness that keeps communities connected.

Complementing the films, SKM will stage a PSA-themed takeover of City Hall MRT from 16 October to 10 December 2025. The out-of-home (OOH) campaign will feature bold visuals and taglines reminding commuters that graciousness doesn’t always come in grand gestures, sometimes, it’s as simple as turning down your music or offering help to someone in need.

“Drawing inspiration from Kasuo Taishou, this year’s 'Be greater' campaign uses creativity and local storytelling to reimagine how we talk about kindness. With over 80% of Singaporeans saying they face barriers in connecting with neighbours, we hope these films remind everyone that neighbourliness is not just about living side by side, but choosing to care for one another," said Michelle Tay, executive director at SKM. 

The campaign’s playful digital approach echoes a growing trend of brands embracing “glitch” or “hack” style activations to stir intrigue online. In April this year, Wingstop Singapore pulled a similar move when its Instagram account appeared “hacked”.

Speaking to MARKETING-INTERACTIVE, Wingstop Singapore later confirmed the “hack” was a marketing stunt to relaunch its cult-favourite Hot Honey Rub flavour. The brand described the stunt as its own spin on “brat marketing”, an unapologetically bold, tongue-in-cheek approach designed to resonate with Gen Z by embodying their humour and irreverence rather than merely speaking to them.

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