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Do we really care about the poor?

This very clever, and attention grabbing advert from Pilion Trust and Publicis makes you stop and think; we are willing to stand up to injustice towards those less fortunate but we’re less willing to help the poor through the means of charity.

The advert was described as eye opening, with the majority of the panel very honestly commenting that they would have done exactly the same as the members of the public featured in the advert – to fight against the criticism of those in poverty, as we know poverty is a huge problem and it is wrong to suggest we shouldn’t do anything to solve it; but by doing nothing and ignoring those in poverty or those working with charities, are we not equally as guilty?

If you haven’t seen this advert yet, it’s an absolute must:

Andrew, 53, Warrington, said “I think that this is one of the best adverts I’ve ever seen”

Almost the entire panel commented very positively towards the advert, as it definitely achieved the shock factor. Many felt that the advert really hits home, as it portrays a picture that is so true of society today – the majority of the population will fight against obvious injustice that they know is wrong, but will just walk past charities workers or homeless people. That it’s very easy to think that something is a good cause but not give anything to them.

“This advert made me think twice, and look twice.” The advert was described as a really good way of making people understand, as too often we just ignore what we don’t want to see in the world, put it to the back of our minds like it doesn’t exist. This advert seemed to be a reality check for a number of the panel.

The message of the advert was described as hard-hitting, striking, and very powerful – an advert that is not likely to be forgotten soon. Although the strong language contained in the advert was described as unusual, that normally swearing is not that blatant in the media, the majority of the panel felt that this was a good use of strong language – that the shock factor and the juxtaposition of the two attempts to attract public attention really worked.

We are so used to seeing the same message from charities, that seeing something so opposite but so close to home really impacted a number of the panel. Michael, 34, Norwich said “next time maybe I won’t just walk past”. The advert made a large proportion of our panel want to change their current behaviour and preconceptions towards street charity workers.

For further information on Pilion Trust.

Although a small proportion of the panel wondered how much air time the advert was likely to get with such obvious strong language, it is not likely to be seen on TV before the watershed. However a number of the panel commented that they were going to share the advert, or had already shown the advert to their friends/family.

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