A series of all-too-familiar scenes show people caught up in the daily hustle and bustle, buried in their phones, and generally absorbed in their own lives. Despite our hyper-connected world, the sense of isolation is palpable, and we see how easy it has become to be indifferent to the suffering of others. Case in point, we see how a woman’s sneezing goes unnoticed. Then, on a mission to prove that people still care about others, Kleenex representatives appear on the scene in busy, public spaces and begin handing out perforated double Kleenex packs, specially designed for sharing. We then see the same sneezing woman, who unbeknownst to the public is actually an actress, show up again, to test whether those now armed with the Kleenex share pack, would be more inclined to help another human in need. With the sharable pack in hand, virtual strangers are seen reaching out, in a small gesture of care, and offering her some Kleenex. Instilling a heartwarming sense of hope, and proving that people do care, they just need a way to show it.

We successfully revealed a wonderful human truth: people really do care about their fellow human. And we achieved our goal of reminding people that it’s important to extend a small gesture of care to someone in need, and that Kleenex is a simple way to do just that. We proved that when armed with our special Kleenex share packs, people were in fact 2x more likely to share. These heartwarming results were shared in an online film of our study, which in itself garnered a resounding number of comments, applauding Kleenex for doing something to celebrate and enable human kindness.