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Tuesday, November 5, 2024

Land Transport Authority Marks a Decade of ‘The Thoughtful Bunch’ with the Reintroduction of Beloved Characters

To mark the 10th anniversary of its beloved Thoughtful Bunch, the Land Transport Authority (LTA) has collaborated with MullenLowe Singapore for a special edition of the Graciousness Campaign. This milestone celebration has brought these iconic characters to life in vibrant ways, including a three-day roadshow, an exciting partnership with BreadTalk, and the installation of life-sized sculptures of the Thoughtful Bunch across the city.

Since their introduction, the Thoughtful Bunch—with memorable characters like Stand-Up Stacey and Give-Way Glenda—have been instrumental in promoting courteous and considerate behavior among commuters on Singapore’s public transport. Over the past decade, the campaign has successfully raised awareness about the importance of graciousness during daily journeys, encouraging passengers to be more mindful of each other. This year’s anniversary celebration serves as a tribute to these efforts, blending creativity, nostalgia, and community engagement to reinforce the enduring message of kindness and respect in public spaces.

Delivering the core message of “thoughtfulness thriving through shared gracious acts”, the Thoughtful Bunch characters are depicted in a new series of visuals interacting with one another for the first time in 10 years, highlighting the importance of practicing graciousness and thoughtfulness together.

“This year’s graciousness campaign extends the strategy of the previous year’s and encourages people in Singapore to be gracious together. 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 being driven by motivation.”

The birthday celebration took place over a 3-day event at Northpoint from 11 – 13 October 2024. The Thoughtful Bunch characters were present in the form of custom life-sized sculptures. The activities include different games revolving around thoughtfulness and graciousness in public transportation. The Guest of Honour who opened the event was the Senior Parliamentary Secretary for Transport Baey Yam Keng.

To extend graciousness to the daily lives of Singaporeans, LTA partnered with BreadTalk to create 9 limited-edition products. The BreadTalk Thoughtful Collection will be available over October and across selected BreadTalk outlets nationwide. The line-up includes buns, cakes, and toast inspired by the five Thoughtful Bunch characters.

The 360° integrated campaign features a variety of out-of-home assets, including MRT platform screen doors, wall stickers, walkway banners, in-train displays, bus wraps, as well as social and digital content.

The Graciousness on Public Transport Campaign began in 2009 to promote thoughtful acts and behavior such as giving up seats, queuing orderly, and moving in for a more pleasant commute on public transport. The campaign was represented by five characters in 2014:

  • Stand-Up Stacey: She is the thoughtfulness in you who gives up her seat for those who need it more.
  • Give-Way Glenda: She is the thoughtfulness in you who queues and lets others alight first.
  • Move-In Martin: He is the thoughtfulness in you who moves in so that others can board.
  • Hush-Hush Hannah: She is the thoughtfulness in you who keeps her volume down so that others can enjoy a quieter ride.
  • Bag-Down Benny: He is the thoughtfulness in you who puts his bag down so that others have more room.
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