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.