F*ck the Poor? - pilion trust

Publicis London and The Pilion Trust, a charity which helps some of the poorest and most vulnerable, have conducted a social experiment on the people of London to see if we really do care about those who are less fortunate.

A man wearing a sign saying “F*ck the poor” was sent out to the streets of the capital as part of the campaign, and Londoners were in turn secretly filmed taking the man to task for the offensive statement. Afterwards, the man flipped his sign over so that it read “Help the poor” and proceeded to ask for donations once again- but this time he was completely ignored.

The campaign aims to highlight the discrepancy between peoples attitude when confronted with injustice and bigotry about poverty, and then their apathy when asked directly to help do something about it – donate.