Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

The Pilion Trust Tests Concern for Poverty in London

 - Apr 9, 2014
References: piliontrust & designtaxi
The Pilion Trust charity set up an interesting social experiments, trying get a sense of just how much people care about poverty in London. With the help of the Publicis agency, two versions of the experiment were conducted, sending a man out onto the streets wearing a sandwich board with a very different message each time.

For the first round, the man’s signs read "f*ck the poor" and people were quite vocal and showed a lot of care about how wrong this approach seemed to be. During round two, the man dons a sign that says "help the poor" and he is completely ignored. The campaign proves that people do care about the poor, but the message drastically changes how much more likely a person is to get involved in making a change towards ending poverty.