Fuck the Poor, Says the U.K.'s Pilion Trust Charity

Guy Wearing Provocative Sandwich Board Asks Why Don't You Care Enough to Give?

Published On
Apr 09, 2014

Editor's Pick

It's a known thing that humans love to get outraged. Just look at any set of Internet comments you can find. But why don't they get outraged enough to do something about it? The U.K.'s Pilion Trust Charity put a guy wearing a sandwich board that said "Fuck the Poor" out on the streets, then sat back and watched as people got really, really angry about it. But when he changed up the board to read "Help the Poor," he didn't get as much attention. The film shows the difficulties charities have when it comes to getting people to donate -- people care, but just not enough.


Apr 09, 2014
Brand :
Pilion Trust Charity
Client :
Pilion Trust Charity
Agency :
Creative Director :
Andy Bird
Art Director :
Jolyon Finch
Copywriter :
Steve Moss
Agency Producer :
Sam Holmes
Agency Producer :
Colin Hickson
Director :
Jonathan Pearson
Production Company :
Super Goober
Producer :
Adam Dolman
Editor :
Toby Conway Hughes
Editorial Company :
Marshall Street
Post Producer :
Sound Design :
Typographer :
Andy Breese
Director, Photography :
Peter Bathurst

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Project Type