Discover a value that you find problematic in the society and base your design around it.
The problem that I feel faced by Singaporeans are not that they're not kind, or that they don't help out, but rather many of times they turn a blind eye towards a needed situation, eg. helping an old woman cross the street.
Often times it's not even that they don't want to, they do, but because the culture is so ingrained with the "mind your own business- culture", they often don't know how to make the first step.
Create an online platform that allows the publishing of people doing good, simple deeds throughout the day, with each good deeds captured, you earn incentives which promote the specific actions. Even if people are intentionally capturing "fake" good deeds for the incentives, if you think about it, what bad could it be? Little by little, one step at a time.