Through the Kindness 360 campaign from January to March 2008, South East CDC partnered the Singapore Kindness Movement to sow the seeds of kindness and spread the message of neighbourliness in the heartlands. During the three-month nomination period, South East District residents could nominate deserving neighbours for a ‘good neighbour' award. One particular target group of residents was the New Citizens and New Residents, as the campaign also aimed to help these newcomers assimilate into the community more quickly and easily.

50 good neighbours from among the 1,400 nominations received were rewarded with a prize at the launch of the Singapore Kindness Week 2008.