Look around you nowadays, and more often than not, you’d see people staring at their glaring screens trapped in their own personal wonderlands during communal meals and daily commutes to work or school.

If not, they would be busy chasing dreams of owning the next flashy car or property with a sea view in a perpetual rat race. Who has time for the forgotten, for the marginalized, for charity? But is it even true, that our society has no heart or soul? Could it just be a fallacy or an unwarranted accusation?

Enter Wall’s Chain of Joy, the frozen treat maker’s latest campaign, and it aims to find out exactly that.

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Installing hidden cameras behind customers purchasing ice cream at a booth, this so-called chain of joy starts and continues with consecutive customers surprised by the anonymous act of receiving ice cream by previous customers – and all their reactions are recorded. You can view the video of their responses below.

From the surprised (Huh?) to the confused (What?), it’s obvious that the participants didn’t expect the kind gesture, but with 98% of all participants agreeing to pass on the chain without hesitation, the giving spirit quickly kicks in after the pleasant surprise.

So are Singaporeans apathetic and selfish, or are we simply unconsciously kind at heart?

The campaign certainly demonstrates that everyday folks can find it in themselves to reciprocate a generous and selfless act – and you can too by sharing the video using #wallschainofjoy, sharing what you think of the video, or simply how you’ve shared the joy in a similar way.

Spread the love and message. You can start first by liking and posting on Wall’s Facebook page. After all, we’re in the spirit of giving.

Article sponsored by Wall’s