Watch: The milk of human kindness goes viral for

Proof that acts of kindness are not only universal but also potentially viral, with the release of a campaign video to launch a new charity, which received six million views in 24 hours.

The three-minute video sees Joe, a London-based maths tutor, nervously approach strangers and ask them if they need help with anything.

The film was produced for, a new non-profit that encourages people to take part in acts of kindness and share them online. It was created by Action Productions, an "ethically-driven" creative agency.

"It was an incredibly brave thing to do. It’s not often that people approach strangers to purely offer their help. Joe was rejected a lot, but when people did accept his help, it was really moving for everyone involved," said Henry Hitchcox, Action's founder.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in