MullenLowe Singapore brings together homegrown icons to celebrate 10 years of the Thoughtful Bunch with Land Transport Authority

The Land Transport Authority (LTA) has partnered with MullenLowe Singapore to celebrate the 10th anniversary of the iconic Thoughtful Bunch. This year’s Graciousness Campaign is bringing the characters to life through an all-out birthday bash, including a 3-day roadshow, an exclusive partnership with BreadTalk and life-sized sculptures of the Thoughtful Bunch.

The campaign builds on 10 successful years of achieving widespread awareness within Singapore where Stand-Up Stacey, Give-Way Glenda, Hush-Hush Hannah, Move-In Martin and Bag-Down Benny have encouraged people to be more gracious during their commuting journeys.

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 practising graciousness and thoughtfulness together.

MullenLowe Singapore Regional Business Director Roan Ebrahim, said: “We are pleased to collaborate with the Land Transport Authority for the second year running. 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 will take place over a 3-day event at Northpoint from 11 – 13 October 2024. The Thoughtful Bunch characters will be present in the form of custom life-sized sculptures, representing the culmination of 10 years of thoughtful acts. 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 is available over the whole month of October and across selected BreadTalk outlets nationwide. The line-up includes buns, cakes, and toast inspired by the five Thoughtful Bunch characters.

MullenLowe Singapore has collaborated with the Land Transport Authority for the second consecutive year, with the creative agency leading conceptualisation to deployment across all aspects of the campaign.

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 behaviour such as giving up seats, queuing in an orderly manner, and moving in for a more pleasant commute on public transport. Such gracious and considerate behaviour is embodied by The Thoughtful Bunch, introduced 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.