Controversial ‘social experiment’ gauges public reaction to poverty

London was the location for a new campaign to gauge public reaction to an offensive banner highlighting the issue of poverty.

The controversial ‘F*** The Poor’ campaign, was organised by The Pilion Trust, a charity which helps some of the poorest and most vulnerable in society.

The Trust conducted the ‘social experiment’ on the people of London to see if we really do care about those who are less fortunate.
A man wearing sign saying “F*** the poor” was sent out to the streets of the capital as part of a campaign for the charity by Publicis. Londoners were 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 he proceeded to ask for donations – but this time people completely ignored him.
The film is being posted on youtube from today and will be released in cinemas later in the month.

Savvas Panas, the Chief Executive of the Pilion Trust, said: “As a charity that has been severely affected by the nationwide decrease in charitable donations (20%) and Government cuts (60%).
“We understand that some may be shocked by this footage. We are more offended however, that people across the United Kingdom are living in adverse poverty.”
The Pilion Trust 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.

Click here to view the video: