Singa the lion to come out of retirement – the day after ‘quitting’

Singa the lionIn what may prove to be one of the most predictable PR stunts in recent memory, the Singapore government’s Singa the lion – the brand mascot for the Singapore Kindness Movement – is not retiring after all.

According to a story in government-backed broadsheet The Straits Times today, the stunt to withdraw Singa from the public eye – announced via a mock resignation letter yesterday – was actually a media campaign “to generate conversations and reactions online”, and Singa is likely to make a comeback. 

In yesterday’s letter, the 30-year mascot, formerly known as Singa the Courtesy Lion, stated: “I’m just too tired to continue facing an increasingly angry and disagreeable society.”

The letter also hit out at anonymous comments made by Singaporeans online, saying: “We can go online and be rude to others, but let’s not think it doesn’t count because it’s anonymous.”

The resignation appeared to have the opposite effect in inspiring kindness among online communities in Singapore, with the stunt prompting ire among bloggers and posters in social media.

The Singapore Kindness Movement’s ad agency is DDB Singapore, although the agency says it had nothing to do with the stunt.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing