Singa resigns

SINGAPORE — For more than 30 years, he was the familiar face of kindness — appearing on posters, badges and television, accompanied by catchy jingles. Yesterday, however, the once-affable Singa the Lion appeared to be calling it quits, announcing that he was resigning from his position as the Singapore Kindness Movement’s (SKM) mascot.

In a full-page advertisement yesterday, Singa penned an open letter to Singaporeans explaining his resignation, and implored — for what could be the last time — for a more gracious society. “I am just too tired to continue facing an increasingly angry and disagreeable society”, he wrote. “It’s time for real people to step up and for the mascot to step aside.”

Asked about the ad, a spokesperson for the SKM said it is aimed at getting Singaporeans to reflect on “the state of kindness in Singapore, and the kind of people we want to be”.

Mr Joji Jacob, Group Executive Creative Director of advertising agency DDB Singapore, said it might be wise to retire it, noting that a mascot feels “rather old-fashioned and cliched”.

Netizens were abuzz over Singa’s resignation, with “Singa” trending on Twitter yesterday. Some lamented his departure while others felt he was giving up too easily. A few admitted to having forgotten about Singa until now, while some wondered when a “Save Singa” campaign would surface.

The SKM was tight-lipped about Singa’s future.

Dr William Wan, its General Secretary, said: “We can’t rule out the possibility of Singa coming back if the public believes that he still has a role to play in making Singapore a kinder and more gracious society.”