(Singapore, 17 October 2013) – In collaboration with Gardenia, the Singapore Kindness Movement (SKM) and volunteers distributed 3,000 buns on the 16 October during rush hour from 7am-9am at three bus interchanges. The initiative was to mark World Bread Day and to spread the message of kindness. Each commuter at the Bedok, Bishan and Clementi interchanges was given two buns to share with their loved ones, whether it’s their relatives, colleagues or even the needy.
The giveaway was part of a digital campaign initiated by SKM and Gardenia. The public is encouraged to share their kindness stories and photos by using the hashtag #NationofKindness on social media sites such as Facebook, Instagram, and Twitter.
A loaf of bread will be donated by Gardenia to people in need for each hashtag used. SKM continues to welcome stories and photos of kindness and graciousness from the public on its social media sites with the hashtag #NationofKindness. The actual bread giveaway to the needy is slated to commence in January 2014, with SKM’s creative agency partner 3-Sixty Brand Communications, putting their work with SKM into action and deed by matching the public’s hashtags.