A simple idea to encourage healthier and more responsible choices has grown into a quiet movement involving businesses, festivals, and creative voices. This is Project Roar SG, launched by husband-and-wife team Ethan Yew and Joelle Lai, with the aim of reminding Singaporeans that values like health, kindness, and responsibility are not abstract ideals, but everyday habits that shape society.
Partnerships Forged Across the Island with Project Roar SG
The project’s reach has been built through collaboration. At the Family Fun Festival and Beef and Beyond Singapore, visitors are greeted with Roar-O-Scope banners, a creative way to highlight the three pillars of health, kindness, and responsibility. Drink-driving banners are also placed on site, reinforcing the importance of safety. Children receive stickers encouraging them to practice kindness, turning a simple gesture into a meaningful reminder.
Beyond these fairs, other partners have also stepped forward. Las Vegas Night Club plays anti-drink-driving videos between performances, reaching nightlife audiences directly. Huxter, a smart vending machine operator, has extended the initiative further by displaying Project Roar SG content across its network of machines islandwide. These touchpoints show how awareness can be created in unexpected places: at a family outing, a food fair, a night out, or even while buying a drink from a vending machine.
Businesses Leading by Example
Support has also come from established brands that recognise the importance of community responsibility. Bee Choo Origin, a well-known homegrown haircare brand, has thrown its weight behind the initiative. Proptiply, a property consulting and education firm, has also pledged support. Their involvement highlights how companies, both traditional and emerging, can go beyond commerce to contribute to the social fabric.
Such support matters. When trusted brands stand behind a message, it carries weight with the wider public and encourages other businesses to follow.
Creative Collaborations
To connect with younger audiences and online communities, Project Roar SG has leaned on creativity. Collaborations with personalities such as food blogger Jazz Ang, content creator Damu, tattoo artist Danny Ng, and entrepreneur Xie Hui, founder of leathercraft label Stone for Gold, have each helped to spread the campaign’s values through relatable and creative content.
These partnerships do more than amplify the message. They allow it to be expressed in diverse styles, from humorous videos to striking visuals, so that it resonates with different groups across Singapore.
A Quiet Beginning
For Yew and Lai, Project Roar SG is not about headline campaigns or large-scale publicity. It is about using what is already available and drawing on networks built over time. Yew reflected: “I wanted to do my part for the community by linking the resources available through my network. If we can remind one another to live with responsibility and kindness, then it is worthwhile.”
The couple sees the project as an ongoing effort rather than a one-time initiative. Each partnership, whether with a fair, a business, or an influencer, adds another layer to the movement. The strength lies in collective action: ordinary reminders placed in ordinary spaces, quietly reinforcing the idea that health, kindness, and responsibility are choices we can all make.
Looking Ahead
As Project Roar SG continues, its founders believe that change will not come overnight, but through consistent, visible, and relatable efforts. The project’s growth shows that when communities, businesses, and individuals come together, even small gestures can add up to a culture shift.
In the words of one supporter, the message is simple: “Every banner, every video, every conversation is one more reason to think twice, for ourselves and for one another.”
Watch Project Roar SG’s creative collaborations with local influencers here.
