Challenge - The increasing amount of people who rather keep their voice to themselves/be selfish with what they have than speaking up/act and spread the good deed with others. i.e. Everybody is racing towards worldly matters. Somewhat similar to kiasu kiasi in Singapore.
“Singaporeans are too caught up in their own world – always vying for money and status.
They have lost their heart.” - Ris Low
Approach - With TV commercial that is short and impactful, one that will replay in the viewer's mind when they are facing the situation, or similar situation themselves. The commercial also comes with a short text message; "Speak Up. Act Now"
Outcome - We will be a better citizen than we thought we already are. People will spread deeds to others, and it will inspires the others to do the same to another. Thus creating an endless circle of act of kindness.
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