Singapore Kindness Movement picks new social media agency

Non-government organisation Singapore Kindness Movement (SKM) has appointed PROTOCOL as its new social media agency.  

As its social media agency, PROTOCOL is tasked to expand SKM's digital presence, drive engagement and cultivate a vibrant online community - ultimately reinforcing SKM's mission to encourage acts of kindness. 

In addition, with a social-first creative approach, PROTOCOL will strengthen SKM's brand voice, making kindness more relatable and accessible, particularly for younger audiences. 

Don't miss: Singapore Kindness Movement fosters human connection with anthology series

The appointment comes at a crucial time for SKM as it aims to expand its reach. With social media's increasing importance in today's world, SKM recognises the need to adapt and leverage these channels to communicate its message effectively and inspire positive change. 

Work is slated to begin in April 2025, with the first wave of content supporting the "Be greater" campaign rolling out in the coming weeks. It will also focus on Kindness Day SG which is slated for 23 May 2025 this year. 

“We are excited to appoint PROTOCOL as our social media agency,” said Michelle Tay, executive director of SKM. “We see synergies in our partnership as both our organisations’ values are quite aligned and both envision great things for SKM’s social media presence. After all, we need to walk the talk if we want to inspire Singaporeans to be greater versions of themselves." 

Karun S'Baram, deputy director, strategic marketing and communications, SKM said "Utilising social media is crucial to shape public perceptions and drive meaningful conversations."

"Partnering with PROTOCOL presents a valuable opportunity for SKM to strengthen our voice and extend the reach of our message," he added.

To the appointment, Kelvin Kao, CEO of PROTOCOL said that "Singa was an icon for many of us growing up, myself included, so it's an honour to work on such a meaningful initiative."

"Partnering with the Singapore Kindness Movement, we want to get people talking - really talking - about kindness, and from there, inspire real change," added Kao.

Last year, SKM unveiled an anthology series as part of its annual "Be greater" campaign. The campaign celebrates the power of human connections and encourages Singaporeans to adopt and practice the values to be kinder neighbours.

Originally ideated by SKM and locally produced, the series includes three short films titled “The curious case of Claire Charles”, “Kari (Curry, 咖喱, கறி)” and “Bubur cha cha”. Ahead of the release, SKM teased the series with a social media stunt featuring the "launch" of a pair of shorts.

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