Extra Credit Blog
The title of this campaign that was carried out by Pilion Trust is an eye opening and start of a much needed social change in our world that is called “Fuck the Poor.” Pilion Trust and Publicis carried out a social experiment that showed how much we say we want change but will do little to act on that change.
The social experiment was simple. It took place in London where they are experiencing major deficits in donations for charity such as Pilion Trust and the government cutting spending as well. A man wore a sign in a busy street where he yells out “Fuck the Poor.” Over and over again as he yells this saying, people come up to him offended and angered that someone could say that. The same man then flips the sign and now says “Help the Poor” and carries a small jar for donations. No one approaches him, except one man to donate some pocket change.
The tag line for this campaign was “We know you care. Please care enough to give.” Pilion Trust is a small charity and doesn’t have the funds to do big paid media, so they had Publicis help with this idea to do this simple yet profound social experiment. This campaign was successful because it was content that was created that touched on emotion and we know that this is the kind of stuff that goes viral. People make a connection with the message and in turn want to share it and engage with the company itself.