Be Greater 2026 - Public Service Announcements

In densely packed Singapore, over 80% report neighbourly barriers despite proximity, social risk, absent models, kindness seen as exceptional. The Singapore Kindness Movement (SKM) shattered this with Be Greater - PSAs, a quintet of 30-60 second short-form masterpieces pioneering Kasou Taishou (zentai-suited performers) for magical realism in heartlands.
Five short films tackle everyday graces: Mutual Aid (suspicion to admiration via hidden help); Gracious Living (humour reframing aid); Appreciation (elderly concern to belonging); Public Transport (judgement to respect); Roads (danger to celebration). Local stars Benjamin Kheng, Ben Byrne, Farah Lola, Tommy Wong, and Eswari Gunasagar anchor fantasy in reality, transforming mundane objects, chairs, prams, groceries, into kindness symbols.
Pre-launch "Operation Glitch Out" deleted SKM's grids, unleashing cryptic teasers (blurred faces, PSA clues) that sparked speculation. Staggered TikTok/Instagram/Facebook/YouTube releases (Oct-Dec 2025), plus City Hall MRT OOH takeover, amplified reach. Watch-through: 52%; views: 11.4M (TikTok 6.8M).
Reception soared, 88% recalled "kindness in small actions"; 87% clear, 83% credible, 81% differentiated/SKM boost. Behaviour surged: aware viewers 92% did kindness acts (+18pp vs. unaware), 77% witnessed (+25pp), 76% graciousness (+26pp). Followers spiked—TikTok +856%, Instagram +136%.
This PSA series proves short-form PSAs can entertain like ads while modelling replicable graces, turning scrolls into societal ripples for connected communities.