A controversial “f— the poor” campaign is urging Londoners to put their money where their mouth is when it comes to helping those less fortunate.
UK charity Pilion Trust sent a man into London’s CBD wearing a sign that read “f— the poor” and secretly filmed passersby’s reactions.
“You’re just standing there like an idiot,” fumed one woman.
“Is this a joke?” asked another.
The stunt even attracted the attention of police, with one officer pointing to the sandwich board and labelling it “offensive”.
But when the sign was flipped to read “help the poor”, the man was completely ignored.
Savvas Panas, the chief executive of the Pilion Trust, said the footage highlighted the discrepancy between people’s attitudes when confronted with an injustice and their apathy to do anything about it.
“As a charity that has been severely affected by the nationwide decrease in charitable donations (20 per cent) and government cuts (60 per cent). 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 campaign, created by PR company Publicis London, is being unveiled on YouTube today and will also run in cinemas.
Source: TNT Magazine