#FuckThePoor

A man walks the streets of London shouting #FuckThePoor.

A social experiment from poverty charity, The Pilion Trust, to see whether we really do care about those less fortunate.

The Pilion Trust needed to raise money fast. Our social experiment was designed to show people that good intentions alone are not enough. That charities need money to survive.

With The Pilion Trust’s shelter about to close we needed an idea that would reach a lot of people very quickly. We created a deliberately provocative idea, designed not only to be shared, but also to be written about by journalists.

And because The Pilion Trust had very little money, they needed an extremely low cost idea. The campaign cost just £500 pounds (and a lot of hard work of course).

To date the film has been watched over 3.6 million times.

The Pilion Trust received £163,734 in donations, over three times the £50,000 target. Year to date donations are up 1,623% and still rising. This represents a 32,647% ROI.

There has been a 572% rise in people signing up to give on a monthly basis, representing a huge increase in long term relationships with the brand.

To date the campaign has generated 255 million media impressions equating to £8.3 million in earned media.

But most of all it meant that the shelter for homeless kids didn’t have to close.