Singapore Kindness Movement x Shell

A Kindness Campaign in Celebration of SG60

The Singapore Kindness Movement (SKM) is a non-governmental, non-profit organisation, as well as a registered charity and Institution of Public Character. It was established in 1997 by then Prime Minister Goh Chok Tong to encourage and inspire Singaporeans to embrace gracious living with kindness at its heart, while fostering higher standards of behaviour and responsibility. SKM and Shell partnered with DIGIPIXEL to launch an August campaign in celebration of SG60. aimed at appreciating Shell’s elderly staff who continue to serve with dedication. The campaign carries a tone that is empowering, positive, and centred on community values.

A Kindness Reminder, Illustrated with Warmth

An impactful campaign begins with genuine understanding and empathy. The core message “A Kinder You, A Stronger Us” truly resonated with us at DIGIPIXEL. It reflects a value we hold close: that kindness should be part of our everyday lives.

In support of the Shell x SKM campaign, which encourages patrons to treat Shell’s elderly staff with kindness, patience and respect, DIGIPIXEL has crafted warm and heartfelt illustrations. These feature Shell’s senior team member alongside The Kindness Singa, the beloved mascot of SKM. It is a simple yet powerful depiction of how we live together across generations.

We highlight the speech bubble that carries the gentle reminder “Kindness and patience start with you.” A simple phrase, yet a powerful nudge showing how even the smallest acts of kindness can uplift others and strengthen the society we share.

A Campaign that Unites Us During SG60

When we think about the digital displays at Shell stations, we imagine the moment patrons pause to refuel their vehicles. It is a brief window of time in which we ensure the layout and copy placement are designed with visual clarity in mind, allowing key messages to fall naturally within the viewer’s line of sight and be easily read at a glance.

Guided by SKM’s thoughtful brief, we explored strategies for copy combination that would catch the eye and instantly serve as a gentle to-do list for kindness, or perhaps bring a smile and a sense of connection.