.. / Fuck The Poor


Publicis London and The Pilion Trust, a charity which helps some of the poorest and most vulnerable, have conducted a social experiment on the people of London to see if we really do care about those who are less fortunate.

Within a week, the video was viewed 3m times on YouTube, subtitled in Spanish (with half a million more views) and recreated by a New York charity.

The campaign was chosen as Brand Republic and Campaign’s Pick Of The Week, Creativity’s Editor’s Pick and Civil Society’s Film Of The Week.


Pilion Trust, Fuck The Poor campaign donation page
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