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The Pilion Trust - Fuck the Poor Case Study

The Pilion Trust
19/04/2024
Publication
London, UK
33
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Credits
Agency / Creative
In 2014, Publicis London created a campaign for the charity The Pilion Trust in which a man attempts to shock people into donating by walking around London wearing a sign that reads: "Fuck the poor." The man is filmed inciting anger among Londoners for his offensive sandwich board but then being ignored when it later reads: "Help the poor." On a budget of £500, this stunt managed to raise funds for the shelter for homeless young people.
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