SPRG will be responsible for providing strategic communications counsel, overseeing all communications efforts, media relations and publicity initiatives of all SKM-related activities in the Singapore market for a one-year period.
The Singapore Kindess Movement (SKM) arose from a call by then Singapore prime minister Goh Chok Tong in his 1996 new year message, highlighting the need for Singapore to become a gracious society by the 21st century. Goh declared that considerate social behaviour supported by a strong economy and good government would make Singapore the best home for its people.
Thus, the SKM aims to encourage Singaporeans to make a positive commitment to gracious living through simple acts of kindness in their daily activities according to NGO's website.
“The SKM has an incredible responsibility - to create a more gracious society. We are honoured that they have chosen us to help make a difference to the lives of Singaporeans, and we are confident that our planned campaigns will not only be memorable, but effective in achieving the objective,” said Edwin Yeo, general manager of SPRG Singapore.
William Wan, general secretary of the Singapore Kindness Movement added, “The role of the Singapore Kindness Movement is to promote acts of kindness, graciousness, respect, courtesy and consideration in our society. It’s a big task and critical to us are partners who believe in the cause and we believe that in SPRG, we have found that partner."
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