The Land Transport Authority (LTA) partnered with MullenLowe Singapore to celebrate the 10th anniversary of the ‘Thoughtful Bunch’ with the Graciousness Campaign.
The iconic characters, Stand-up Stacey, Move-in Martin, Give-Way Glenda, Bag-Down Benny, and Hush-Hush Hannah, were brought to life through an all-out birthday bash, which included a 3-day roadshow – an exclusive collaboration with BreadTalk and life-sized sculptures of the Thoughtful Bunch. For the first time in 10 years, the characters are highlighted in a new series of visuals interacting with one another. This reflects the importance of practicing graciousness and thoughtfulness together.
MullenLowe Singapore Regional Business Director Roan Ebrahim said they are pleased to collaborate with the LTA for the second consecutive year. “This year’s graciousness campaign extends the strategy of the previous years, and encourages people in Singapore to be gracious together,” she said. “We also aimed to shift the strategy from the ‘what’ to the ‘why’, seeking to remind commuters on why we should choose to be gracious, from being focused on raising awareness to be driven by motivation.”
Themed ‘Rides are better when we are thoughtful together’, the Graciousness on Public Transport Campaign 2024 highlights collective thoughtfulness’s positive impact on daily commuters. The campaign inspires thoughtfulness by showing how the public transport experience can be more pleasant when everyone plays their part in creating a gracious environment.
