The Public Hygiene Council (PHC) and CapitaLand Investment (CLI) have entered a one-year agreement to launch the “Keep Singapore Clean” 2026 campaign. Starting April 19, a 30-second video reminding shoppers to dispose of food packaging and takeaway cups will be screened across 16 CapitaLand malls through December.
Strategic Partnerships for Public Hygiene
The collaboration leverages high-traffic retail spaces to shape positive social norms. Mr. Ervin Yeo, group chief strategy officer and CEO for commercial management at CLI, stated that the company recognizes its role in influencing behavior due to the thousands of daily visitors its malls welcome.
Associate Professor Christina Liew, PHC executive director, noted that malls serve as critical contact points for reaching large segments of the population. The goal is to encourage simple, impactful habits to maintain a hygienic environment for all.
Multi-Phase Community Engagement
Beyond video screenings, the campaign includes a roving exhibition detailing the PHC’s 15-year history. After debuting at Geneo in Singapore Science Park, the exhibition will move to Sengkang Grand Mall (June 1-7), Tampines Mall (June 8-14), and Lot One Shoppers’ Mall (June 15-21).
To mark SG Clean Day on June 28, an upbeat jingle promoting toilet cleanliness will be broadcast across 16 malls, including Westgate in Jurong East, Bugis Junction, and Bedok Mall.
the PHC has launched the Cleanliness Champions Relay. This month-long initiative involves 20 partners across 15 locations, including Newton, Sengkang, Chua Chu Kang, East Coast Park, and West Coast Park, following an initial leg at Kent Ridge Park on April 19.
The Significance of a Clean City
Coordinating Minister for Public Services and Defence Minister Chan Chun Sing emphasized that Singapore’s status as a clean city is a result of deliberate, strategic efforts championed by founding leaders, including Mr. Lee Kuan Yew.
Minister Chan noted that cleanliness reflects the aspirations of society and signals a commitment to preserving the environment for future generations. He added that a reputation for being well-organized and clean influences how investors and visitors perceive the country’s ability to deliver on its promises.
Cultivating Habits in the Next Generation
Educational institutions are already integrating these values. At Gongshang Primary School, Principal Stella Kwan reported that 1,400 pupils participate in a daily one-minute clean-up at the finish of the school day.
This practice, signaled by a specific bell, encourages students to tidy their own spaces. Principal Kwan observed that these habits are extending beyond the classroom, with students picking up litter in the community.
Addressing Ongoing Challenges
Despite progress—with 74 per cent of residents aged 30 and above feeling public spaces are cleaner than 15 years ago—certain issues persist. A PHC survey identified dirty public toilets (69.8 per cent) as the top concern.
Other significant issues include improperly discarded food and drink packaging (58.9 per cent) and dirty tables at coffee shops, hawker centres, and foodcourts (44 per cent).
What May Happen Next
Given the one-year agreement between PHC and CLI, the partnership could potentially expand if the mall-based interventions show a measurable shift in shopper behavior. The success of school-based initiatives like those at Gongshang Primary may lead to more standardized “clean-up” protocols across other educational institutions.
the focus on “collective responsibility” suggests that future campaigns may likely increase the emphasis on individual accountability over government-led cleaning services.
Frequently Asked Questions
What are the primary goals of the “Keep Singapore Clean” 2026 campaign?
The campaign aims to encourage shoppers, tenants, and the wider community to adopt cleaner habits, specifically reminding them to bin takeaway cups and dispose of food packaging properly.
Which malls are participating in the jingle broadcast for SG Clean Day?
The jingle will be broadcast across 16 CapitaLand malls, which include Bedok Mall, Bugis Junction, and Westgate in Jurong East.
What did the PHC survey reveal about public perception of cleanliness?
The survey found that 74 per cent of respondents aged 30 and above believe public spaces are cleaner than they were 15 years ago, though nearly 70 per cent still cited dirty public toilets as a major concern.
Do you believe that small, daily habits in schools are the most effective way to ensure long-term city cleanliness?
