LOVE your ride! Singapore demonstrates how commuting can make you SMILE
by Chris Reed
I love Singapore! It makes me smile. I got on the MRT/tube the other day and suddenly as the train came into view what can only be described as a 1950’s girl group sparked into life over the public address system singing “Train is Coming, Train is Coming”! I had to smile and I could see many other commuters doing the same thing. Basically the local transport authorities and the Singapore Kindness Movement (yes it really is called that!), strives to promote gracious behaviour on buses and trains, in line with Singapore’s aim to be a more gracious society. The slogan for this year’s programme is “Love Your Ride”. To inject a fun and humorous element to the programme, popular and recognisable local icons, Dim Sum Dollies (DSDs) are roped in as the programme ambassadors. Posters carrying a gracious message with images of the trio adorn MRT stations, bus interchanges, bus-stops, in trains and in buses. A music video by the DSDs is being played at MRT stations and bus interchanges (alternating with the continuous anti-terrorism role play videos which makes for a very strange juxtaposition – watch out for terrorists who will blow up your train but love your ride all the same!!!). But it’s the ‘Transit Melodies’ (yes they have a happy title for everything here!) sung by the DSDs that have really been noticed by people. You get them telling you a train is coming, to give up your seat, to be gracious… all in very sweet voices! Imagine if they proposed this on the London Underground….I somehow don’t think that it would be taken in the same gracious spirit as it has been here! Maybe they should try it and see what happens!
More about the DSD’s: http://www.publictransport.sg/publish/ptp/en/LoveYourRide.html
This post is from Chris J Reed’s blog on Brand Republic: Chris J Reed Brand Republic Blog