MUSE Gold

2026

Multicultural Mosaic Film Series

Entrant

Singapore Kindness Movement

Category

Video - Diversity & Inclusion

Client's Name

Singapore Kindness Movement

Country / Region

Singapore

About The Entry

Singapore's multicultural harmony thrives when festivals bridge divides, not reinforce them. The Singapore Kindness Movement's (SKM) Multicultural Mosaics series transforms this vision into cinematic reality, a quartet of long-form films spotlighting Deepavali, Christmas, Chinese New Year, and Hari Raya Puasa. Outsiders discover profound meaning in unfamiliar traditions, shifting perceptions from "Yours and Mine" to "Ours" via relatable tales of kindness, sacrifice, and connection.
Murukku (Deepavali) sees young Zora learn from her neighbour that festival light welcomes all. Candy Cane (Christmas) follows single mother Carol prioritising grieving neighbour Raja's needs, igniting relational generosity. Pineapple Tarts (CNY, 6 Feb 2026) unleashes cheeky rivalry among four neighbours in a tart-making contest, blending banter with harmony to show traditions as inclusive invitations. Ketupat (Hari Raya, March 2026) traces new arrival Maya embracing patience and forgiveness through Redha, extending grace beyond rituals.
Released natively on YouTube, Instagram, Facebook, and TikTok during festivals, the 3-4 minute films employ intimate cinematography and authentic narratives to pierce cultural silos. Michelle Tay, SKM executive director, champions "stepping into one another’s traditions" for a "We First" society.
Impact cascades: Candy Cane yielded 88% kindness acts (83% cross-cultural), 95% message recall; Murukku and sequels built momentum with soaring likeability and attitudes,77% affirming shared values, 73% linking festivals. Viewers grew comfortable in cross-cultural conversations (67%), deeming others' festivities relevant (63%).
This series proves social media's DEI potential: long-form storytelling fosters equity by humanising diversity, sparking actions that weave Singapore's mosaic tighter. It invites all to partake, celebrate actively, and embody unity in graciousness.

Credits

Assistant Manager, Strategic Marketing & Communications / Singapore Kindness Movement
Irdina Auni
Deputy Director, Strategic Marketing & Communications / Singapore Kindness Movement
Karun S Baram
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