The Pilion Trust, a charity that helps some of the poorest and most vulnerable, conducted a social experiment on the people of London to see how much we really care about helping the poor and needy. It's not what you expect.
Watch the whole thing here:
Publicis ECD Andy Bird says: "We understand that some may be shocked by this footage. We are more offended however, that people across the United Kingdom are living in adverse poverty. The Pilion Trust is a small front line charity without the budget to make itself heard in paid-for media, and also loses out on High Street donations, so we helped them to make a film that highlighted the discrepancy between peoples’ attitude when confronted with injustice and bigotry about poverty, and then their apathy when asked directly to help do something about it - donate.”
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