When Trying to Help the Poor, One Word Can Make a Huge Difference

What's This?

By Todd Wasserman2014-04-10 14:45:03 UTC

A social experiment from the UK shows how a counterintuitive approach to charity marketing can work better than a straightforward pitch.

A British charity, Pilion Trust, sent a man out on the streets of London to raise money. First, he wore a sandwich board that bore an offensive message about the poor. As the video shows, he was accosted by passers-by who defended the downtrodden.

See also: Brutal 30-Second Ad May Finally Change Your Mind About Texting and Driving

"They've hit rock bottom," one offers. "There's a reason for that."

"You should be thinking of a better way to get them off the streets," says another.

The, cut to the same man wearing a sign that reads "Help the Poor," and the reaction is predictable: Everyone ignores him.

In 80 seconds, the video makes an excellent point about human nature and the public's resistance to charity messages, while underscoring Pilion's pitch: "We know you care. Just care enough to give." You can help here.

Have something to add to this story? Share it in the comments.

Topics: Advertising, Business, Marketing, Social Good