Take a video, intervene or do nothing? Public asked to indicate their response to irate man in Singapore Kindness Movement campaign

Singapore Kindness Movement, a group that encourages Singaporeans to be kinder to one another, has installed machines across the island that encourage people to consider how they would respond to an awkward situation in public.

SKM installation

A series of billboards, erected by MediaCorp OOH Media, feature an image of a man who is losing his cool in at a waitress in a restaurant. People are given three choices – to take a video and post it online, intervene to try to calm things down or do nothing – and are asked to push a button to make their choice.

“Our choices reflect our character. And determine the kind of Singapore we’ll build,” copy beneath the buttons reads.

The installation is part of SKM’s “Kindness. It’s up to us” campaign, a video component of which is now running on television and online.


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