I don't know enough of the nuances of the culture in Singapore to have a perspective on their needs, however I do have the perspective of being raised in the NYC metro area, arguably one of the most pride-filled urban centers in the world, with some perceived similarities to Singapore in its financial and economic prowess, high income and cost of living, diverse urban vibe, and a general bias towards career-oriented values.
When I think about the reasons why we New Yorkers take initiative and pride in their communities, it's usually one of three things: a matter of loyalty/identity or a matter of family.
Loyalty/Identity: Most New Yorkers are fiercly loyal to something, whether it is their favorite pizza place, favorite baseball team, or their neighborhood. This same loyalty extends to their feelings on the community as a whole and becomes part of their identity. Loyalty must reveal itself through competition (i.e."NY is the BEST city"), and ownership (i.e."NY is MY city") in order to lead to action. I can imagine Singapore can benefit from fostering the same spirit, through sports teams, arts, volunteerism, and social projects.
Family: When I think about what causes "community moments" in my town, it's uncanny how much of it is centered around the youth. High school football games/homecoming, the community pool, elementary school plays, PTA meetings, you name it. This may be the biggest opportunity area for Singapore, with the lowest fertility rate in the world. Encourage citizens to build their lives around families/children, and the community feelings will naturally foster. Neighborhood mothers will discuss their daughters' teachers together and community fathers will volunteer together to help fundraise for their son's sport team.
I suppose the country needs a way to encourage families to expand the way they identify themselves (instead of "I am a doctor", move towards "I am a father, I am a member of X neighborhood, etc.").
Laura, you hit on something important here in my mind: projects that stay true to an organization's brand! Several posts have mentioned that in order to inspire businesses to work/innovate for world benefit, there must be some financial gain or incentive. A better motivational tool should be...
How can we better rally businesses around intangible incentives like emotional benefit to their brand?
Every business/brand means something within the larger social context. An "unprecented international award program" should seek to ask: What brands stand for so much more than just the transactional part of their business? How do they benefit and inspire the world in a deep and meaningful way?