LTA marks a decade of graciousness with homegrown ‘Thoughtful Bunch’ icons in new campaign with MullenLowe SG

Singapore – The Land Transport Authority (LTA) has teamed up with MullenLowe Singapore to commemorate the 10th anniversary of the beloved ‘Thoughtful Bunch,’ the homegrown icons promoting gracious behaviour among commuters.

The Thoughtful Bunch—Stand-Up Stacey, Give-Way Glenda, Hush-Hush Hannah, Move-In Martin, and Bag-Down Benny—have been raising awareness across Singapore about proper commuting etiquette and encouraging gracious behaviour.

For this anniversary campaign, the Thoughtful Bunch characters are featured in a new series of visuals, interacting with each other for the first time in 10 years. Conveying the core message of ‘thoughtfulness thriving through shared gracious acts,’ these interactions emphasise the importance of practicing graciousness and thoughtfulness as a collective effort.

LTA is also hosting a special birthday celebration for the Thoughtful Bunch. Taking place from October 11–13, the 3-day event will showcase the iconic characters as custom life-size sculptures, symbolising a decade of thoughtful acts and graciousness.

The celebration will feature a variety of games centred on thoughtfulness and graciousness in public transportation, with Senior Parliamentary Secretary for Transport Baey Yam Keng serving as the guest of honour to officially open the event.

To further extend graciousness to the daily lives of Singaporeans, LTA also partnered with BreadTalk to launch nine limited edition products. The ‘BreadTalk Thoughtful Collection’ will be available throughout October at selected BreadTalk outlets nationwide, featuring an assortment of buns, cakes, and toast inspired by the five Thoughtful Bunch characters.

This marks the second consecutive year that MullenLowe Singapore has collaborated with LTA as their creative agency, overseeing everything from conceptualisation to deployment across all campaign aspects. 

This year’s 360° integrated campaign includes a diverse range of out-of-home assets, such as MRT platform screen doors, wall stickers, walkway banners, in-train displays, bus wraps, along with social media and digital content.

Roan Ebrahim, regional business director at MullenLowe Singapore, 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.” 

Launched in 2009, the Graciousness on Public Transport Campaign aims to encourage thoughtful behaviours such as giving up seats, queuing orderly, and moving in to ensure a more pleasant commuting experience. These gracious and considerate actions are embodied by the Thoughtful Bunch, introduced in 2014.