IT would seem that every company based here is clamouring for a piece of the SG50 pie, shining the spotlight on their contributions to our shiny, happy city-state. But several multinational businesses are taking a different route, opting to not only re-tell the stock swamp-to-riches story, but also to help Singaporeans and foreigners alike view the country through a new lens.

One such company is US ice-cream maker Ben & Jerry's, which will be launching a series of "Diverse-City" trails from March 16 through Little India, Toa Payoh and Jalan Besar. Those expecting a fun afternoon checking out indie cafes while snacking on sweet treats will be in for a shock ruder than Kanye West at awards shows.

With deliberately vague descriptions - the Toa Payoh edition is titled A Beginner's Guide to Social Innovation - the trails are designed to engage the public on a deeper level about current affairs.