To celebrate Pink Dot during Pride month, GOODSTUPH Singapore has released its boldest and most personal campaign yet — MAJULAH SISSYPURA.
The phrase is rooted in the Singaporean queer experience, confronting the slurs that queer youths have endured in school, especially with the use of “sissy”, and reclaiming them as emblems of pride.
It is also a tongue-in-cheek twist on the national anthem that many of us have sang every morning at school; the very same school halls where many queer Singaporeans first encountered bullying disguised as banter.
Inspired by fly posters, guerrilla movements, and punk DIY culture, the campaign is a typographic riot that is raw, loud, and unfiltered, transforming once-weaponised words into street-style statements. Each graphic is torn, stretched and layered too, capturing the emotional weight and complexity of reclaiming these scars.
This year’s exclusive drop is the Pride Eraser Keychain, which is a throwback to the dual-purpose erasers that we once carried in our pencil cases. However, instead of its erasing function, the keychain acts as something to be remembered and displayed — a tribute to every queer kid who sat through recess with their head down, and a reminder that the real pride test was surviving school with your spirit intact.
