Diverse-City Trails
PUBLISHED March 16th, 2015 08:23 am | UPDATED June 11th, 2020 12:47 pm
In conjunction with SG50 celebrations, Ben & Jerry’s and The Thought Collective have come together to curate a series of trails that will encourage the public to do a ‘deep dive into Singapore the Ben & Jerry’s way’! Running from 16 March till 16 September 2015, The Thought Collective Diverse-City Trails powered by Ben & Jerry’s aims to engage the public on a deeper level with current issues affecting Singapore in the hope of inspiring change and action while having fun and ice cream.
The programme consists of three separate 1.5 hour experiential trails that run weekly within Little India, Jalan Besar and Toa Payoh, providing participants with an understanding of modern Singapore from the perspectives of key community stakeholders.
‘The Diverse-City Trails are designed to create a shared experience among participants and spark two-way discussions regarding the issues Singapore faces, especially around social cohesion. Singapore has come a long way in a relatively short period of time due to the collective efforts of its people. We hope to challenge and inspire participants to get more involved in Singapore’s next phase of social development, and this includes having more positive and frequent social interactions between communities,’ says Tong Yee, Co-founder of The Thought Collective.
‘Ben & Jerry’s has always been a firm advocate of promoting peace, love and ice cream around the world. The Diverse-City Trails are a great way to engage the community of foreigners or locals alike to discuss social issues and inspire them to build an even better Singapore together. We believe everyone has a part to play to ensure communities are integrated and happy, and we want to show our support for those who want to form new multicultural friendships through fun and ice cream,’ says Ilaria Ida, Ben & Jerry’s Global Social Mission Manager.
To cap it all off, Ben & Jerry’s will be launching a renamed celebratory flavour called the ‘Nice Kacang!’. Packed with diverse chunks of goodness – peanut butter ice cream, chocolate nougats and fudge chunks, topped off with sweet and salty pretzel swirls, the flavours come together harmoniously, just like in a mouthful of ice kacang or the colourful cultures that make up Singapore. Available in all scoop shops from 16 March 2015, trail participants will also receive vouchers to enjoy discount off this euphoric ice cream flavour.
This event is running from Monday, 16 March to Wednesday, 16 September at Little India, Toa Payoh, and Jalan Besar.
To purchase tickets, please click [here](http://trails.thethoughtcollective.com.sg/). The first 300 signups will enjoy an early bird ticket price of S$20.
