The Pilion Trust - Fuck the Poor Case Study

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.