Pilion Trust: Fuck the Poor

A man walks the streets of London shouting #FuckThePoor. This is a social experiment from a small poverty charity, The Pilion Trust, to see whether people really do care about those less fortunate.

Advertising Agency: Publicis, London, UK
Creative Director: Andy Bird
Art Director: Jolyon Finch
Copywriter: Steve Moss
Agency Producer: Sam Holmes
Director: Jonathan Pearson

April 2014


morse's picture
17002 pencils

The lesson: You need to shock people into action?

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kleenex's picture
40630 pencils


instant coppee's picture
instant coppee
45 pencils

that's the thing to do when society pretends not to notice

satish singh
creative director, max l'agence

maper's picture
206 pencils

Unsure if it'll change behaviour, but god - this cuts right to the heart of the issue.

kevinmalone's picture
59 pencils

While I understand the message trying to be conveyed (and it's good), I don't think this actually works. Many of those people could be like me, in that I NEVER give to a panhandler or random stranger. I instead give to a reputable charity where I KNOW the money will be used in a way that will actually benefit those that are poor and less fortunate. To infer that people don't care about poor people because they won't give to a random person on the street with a sign is insulting to people like me who choose to regularly donate to reputable charities.

Nope, it's not Ashton Kutcher, it's Kevin Malone.

joelgutierrez's picture
14 pencils


Joel Gutiérrez
YuJo! Creatividad Aplicada ®

instant coppee's picture
instant coppee
45 pencils

client has balls, now try ignoring that ...

satish singh
creative director, max l'agence

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