Residents of Bukit Batok demonstrated world-class apathy this week, successfully ignoring desperate screams for help for over an hour.

The cries of "tolong" were initially dismissed by neighbors as the standard soundtrack of a mother psychologically dismantling her child over a spelling test.

"I hear the screaming at 7am, I thought is the neighbor boy never do homework again lah," remarked one witness while filming the blaze for a WhatsApp group.

"The 'tolong' sounded very passionate, so I thought they watching some drama very loud; I just continue eat my bee hoon lor."

A government official confirmed that while the unit is gutted, the residents will receive help replacing their charred mattresses.

Authorities reminded citizens that while ignoring human suffering is a national pastime, you should probably check for smoke before your own window frames liquefy.