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Singapore sings to commuters to ‘Bring the thoughtfulness out’ on public transport

The Singapore government has launched a cartoon musical video to encourage Singaporean commuters to behave better on public transport.

Two new cartoon characters – Hush-Hush Hannah and Bag-Down Benny – have been added to an existing troop that is part of the Land Transport Authority’s ‘Graciousness programme’.

The two new characters, introduced to encourage Singaporeans to be quiet while travelling and put their bags down to leave more space for others, were the result of a competition which invited commuters to come up with characters that reinforce positive behaviour. Existing characters include Stand-Up Stacey, Move-In Martin and Give-Way Glenda.

Some observers have suggested that the campaign bears similarities to the multiple award-winning public safety campaign for Melbourne’s Metro Trains, Dumb Ways to Die, which was created by McCann Australia in 2012. One poster wrote on Mumbrella’s Facebook page: “This is #‎DumbWaysToDie‬ just without the ‪#‎WaysToDie‬.”

Dumb Ways to Die is one of the most watched ads on YouTube, with 88 million views at the time of writing.

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