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Kindly Ever After, a Fairy Tale of Graciousness to Come True

For Immediate Release

Kindly Ever After, a Fairy Tale of Graciousness to Come True

SINGAPORE, 7 March 2013 – Students and parents will have something to look forward to this term break as the Singapore Kindness Movement (SKM) announced today the launch of its first mobile game application, Kindly Ever After. Through a series of tightly-woven storylines, players are reminded of the importance of being kind, gracious and friendly in communal spaces.

Held at Orchard Xchange, the launch attracted lively participation of commuters, many of whom were working adults and students. Despite the morning rush, commuters stopped by the Kindly Ever After game counter to try out the game.

Kindly Ever After is the brainchild of four students from the Singapore Polytechnic. With Diploma in Games Design & Development, Tng Bing Rong, 19, Chng Yang Da, 19, Jack Kew Zi Jian, 19, and Shawn Cheah Chenxuan, 19, drew inspiration from the timeless closing phrase, “happily ever after”, in fairy tales. The game features four animated stories that are real-life depictions of ungracious acts often seen onboard public transport, at hawker centres, on public roads, and in cyber spaces. Players will first be engaged in the tales of graciousness before embarking on their quest to eradicate ungracious acts committed by characters in the game.

In each stage, the player will have to “fire” the kind spirit towards the unkind spirit to transform the latter into a kind soul. As the game progresses, obstacles get increasingly challenging at each level. The aim is to transform unkind spirits into kindhearted souls to create a friendly and gracious environment.

“This is a fun game and it reminds us of the small kind deeds we may neglect in real life. It also helps us reflect on our own behaviour when we take public transport or dine in hawker

centres. I enjoy playing the game and will encourage my friends to download and play it.” enthused Justin, a 12-year-old boy.

“With our busy schedules, we sometimes do not spend enough time explaining the importance of gracious behaviors to our kids and I am glad that the Singapore Kindness Movement has developed a fun tool that engages children in a novel and interactive way. This game application serves as a teaching tool for us with our children, that small thoughtful actions or gestures can really create a more conducive and friendly living environment for themselves and others”, shared Susan, a mother of two.

“We want to create a game that reflects real situations that Singaporeans face in different social settings today. Through this game, we hope to remind everyone that many unpleasant situations can easily be alleviated. All it takes is for everybody to play a part”, says Tng Bing Rong.

The Kindly Ever After game application can be downloaded for free at the Apple App Store at the following link:

For more information, please visit




For more information, please contact Strategic Public Relations Group (SPRG):

Robin Chang

Jacey Tian

+65 6325 8278 / 9006 6696

+65 6325 8270 / 9868 3929


Singapore Kindness Movement (SKM):

Cesar Balota Associate General Secretary (Marketing & Corp Strategy)

+65 9782 4300


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