What would you do if you saw a man wandering through the streets of London wearing a sandwich board declaring: "F*ck The Poor"?
A social experiment wanted to explore how far the public really care about the less fortunate, and the results were shocking.
The Pilion Trust, a charity which helps some of the poorest and most vulnerable, found that the public are left less than impressed by someone saying "fuck the poor" – but that they are unlikely to actually stop to help the very same group.
The video aims to highlight how people will often lament poverty or condemn those who perpetuate it but never do anything about it. Londoners were secretly filmed taking the man to task for the offensive statement.
Afterwards, the man flipped his sign over so that it read “Help the poor” and he proceeded to ask for donations – but this time people completely ignored him.
"We know you care," the advert concludes, "But do you care enough to give?"
Savvas Panas, the Chief Executive of the Pilion Trust, said: “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.”