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Pleas to help the poor are usually ignored. So what if you turned things around and started advocating against the poor? Would anyone come to their defense?
Publicis London put that question to the test with an experiment for The Pilion Trust. The agency stuck a guy with a "FUCK THE POOR" sandwich board on a busy London street and filmed people telling him off.
After plenty of heated reactions, including a police officer telling him "that's offensive" and a near fight with a homeless man, the organizers flipped the sign around to say "HELP THE POOR" in the same font, same presentation, and filmed everyone ignoring him.
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