When a man took to the streets of London wearing a "F*ck The Poor" sign, and handed out leaflets with reasons to ignore the homeless, passers-by reacted with rage and disbelief.
Everyone seemed to have an opinion on why the message "F*ck The Poor" was offensive and outrageous. Some even offered solutions on how to help. "We should be thinking about better ways to get them off the street," says one woman. "A guy's cold down there, go and get him a blanket," says another person.
But watch what happens when the sign changes to "Help The Poor," and the man holds out a jar for donations. You would think all these passionate people would want to help, right?
Think again, because not one person stops.
The social experiment was part of an advertisement by the Pilion Trust Charity -- an organization that helps people struggling with a variety of issues, including drugs, domestic violence and homelessness. The campaign's tagline is "We know you care. Please care enough to give," and makes a powerful point that actions speak louder than words.
"As a charity that has been severely affected by the nationwide decrease in charitable donations (20 percent) and government cuts (60 percent). We understand that some may be shocked by this footage," Savvas Panas, chief executive of the Philion Trust told the Drum. "We are more offended however, that people across the United Kingdom are living in adverse poverty."
To learn more about the Pilion Trust, or to make a donation click here.