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11/22/2013 11:57 am ET

The Passage, A Charity In London, Will Force You To Confront Your Own Visual Biases (VIDEO, PHOTOS)

The Passage, a charity based in London, has come up with an ad campaign that proves how far a simple idea can go.

Last year, the organization decided to have its volunteers stand in for the homeless at London's Victoria station.

passage

Incredibly, donations went up by 25 percent in a three-hour timeframe, according to CLIO Healthcare, proving that visual bias dictates who we give to and who we walk past.

The Passage provides resources such as basic care, education and housing to the homeless to inspire them to want to change their lives.

passage

passage

The next time you want to walk by a homeless person, imagine them as affluent, well-dressed people, and see if this will make you stop.

passage

passage

passage

H/T: Reddit

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