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article imageCharity uses “f*** the poor” slogan to see if public cares

By Nora Meszaros     Apr 8, 2014 in Odd News
London - Social experiment from poverty charity, The Pilion Trust, to see whether we really do care about those less fortunate – but will it actually help make a difference?
One effective use of reverse psychology:
A local poverty charity from London, England, posted a video yesterday of their most recent campaign, “F*** the Poor.” From the poverty charity The Pilion Trust (TPT) comes a video featuring a man walking through the streets of London, clad in a sign reading “F*** the Poor,” shouting, “F*** the poor.”
Of course, an explanation by way of a press release from The Pilion Trust yesterday followed shortly after the video was posted. The Pilion Trust explained they sent the man out and secretly filmed him carrying the offensive sign and shouting.
In partnership with Canadian-based advertising agency, Publicis, TPT said in the release that once “the man flipped his sign over so that it read, ‘Help the poor,’ [...] people completely ignored him.”
The company also said the social experiment was aimed “to see if we really do care about those who are less fortunate,” the current campaign’s message being: “We know you care. Please care enough to give,” as the video also shows.
In response to public backlash for being too offensive, chief executive officer of TPT Savvas Panas said the charity has been affected by nationwide decrease in charitable donations, as well as government cuts.
“We understand that some may be shocked by this footage,” he said in the release. “We are more offended however, that people across the United Kingdom are living in adverse poverty.”
Executive creative director of Publicis Andy Bird said the partnership with TPT began because the poverty charity is so low-budget. “We helped them to make a film that highlighted 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,” Bird said in the release.
However, public backlash has not been uncommon in response to the “F*** the Poor” strategy taken on by the agency. Many members of the public are offended – just check the video comments on YouTube or see the actual individuals in the video.
TNT Magazine reports that one woman from the video responds, “You’re just standing there like an idiot,” while other comments include, “Is this a joke?” and even a police officer saying, “That is offensive.”
Responding to the comments from YouTube users, The Pilion Trust further explained that small charities are in threat because less people are donating – those who do donate give less than they would have in previous years, TPT said.
“The Pilion Trust, alongside Publicis devised a plan to find out the root cause of this reduction in donations. The belief is that apathy is not at the heart of this down-turn. The Pilion Trust believe people do care, but that their feelings towards poverty are not translating into action. This campaign is designed to highlight this issue, and instigate action,” TPT said on YouTube.
More about Charity, fuck the poor, pilion trust, poverty charity, Advertising
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