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.