‘Social experiment’ ‘proves’ ‘no one’ ‘gives a fuck’

by unpseudable

Really, why bother?

A social experiment, or ‘advert’, commissioned by the Pilion Trust has concluded without ‘doubt’ that nobody really gives a fuck about anybody.

The ‘study’ was carried out by research, or ‘advertising’, company Publicis, which had a charity worker, or ‘actor’, carry a sign reading ‘FUCK THE POOR’. A video, posted on Youtube, shows people haranguing him for what they naively thought was ‘an offensive message’.

Then, in an ironic twist, the same man is shown carrying a sign saying ‘HELP THE POOR’, shaking a collection tin. This time nobody approaches him in the whole 15 seconds shown.

Savvas Panas, Chief Executive of the Pilion Trust, said, “As a charity we have been severely affected by the nationwide decrease in charitable donations (20%) and Government cuts (60%). Proving it’s the general public not caring about the poor that’s the problem. Some might suggest it shows that the bigger problem is the reduction of government support. And that wider cuts are making it increasingly difficult for people to donate. And that charities often tend to deal just with the symptoms rather than the causes of problems.

But, err, these people are clearly wrong, and should be shamed into giving at every opportunity.”

Charity guru, Gary Uru, questions the efficacy of the campaign. “The desperately sensationalist nature of this advert is the most telling thing about it. Clearly the ‘help the poor’ slogan is designed to be as vague and ineffectual as possible to ensure it’s ignored. Whereas ‘fuck the poor’ is inevitably going to garner reaction.

Besides which, the few seconds of ‘help the poor’ proves only that nobody donated – to him – during those few seconds. And then there was no way for passersby to know he was actually collecting for a charity. People could have easily surmised he was collecting for himself. Or for a misguided ad campaign.

Oh, and at the very end somebody does give some fucking money. Brilliant.”


Frankly the Pilion Trust has had plenty of publicity now, so we would like to point out to TMB’s reader that although you’re probably far too tight to give any money to charity, if you do want to, there are a few others out there:


Action for Children

Action on Hearing Loss

Age UK

Alcohol Concern

Alzheimer’s Society

Amnesty International

Anthony Nolan Trust

Arthritis Research UK

Asthma UK


Battersea Dogs & Cats Home

BBC Children in Need

Bible Society

Blind Veterans UK

Bluebell Wood Children’s Hospice

Blue Cross

Blue Smile

Breakthrough Breast Cancer

Breast Cancer Care

British Film Institute

British Heart Foundation

British Red Cross


Cambridge Past Present & Future

Cambridgeshire Community Foundation

Cancer Research UK

Care International

Cats Protection


Children’s Society

Children with Cancer UK

Christian Aid

Citizens Advice

CLIC Sargent

Comic Relief

Community Foundation Network

Community Service Volunteers


Cystic Fibrosis Trust

Diabetes UK

Disabilities Trust

Dogs Trust

Donkey Sanctuary

Eden Project

Freemason’s Grand Charity

Friends of the Earth

Girlguiding UK

Great Ormond Street Hospital Children’s Charity


Guide Dogs

Gurkha Welfare Trust

Help for Heroes

Historic Royal Palaces

Islamic Relief


Kidney Research UK

Leonard Cheshire Disability

Leprosy Mission

Leukaemia & Lymphoma Research

Macmillan Cancer Support

Marie Curie Cancer Care

Marie Stopes International

Medecins sans Frontieres





Motor Neurone Disease Association

Multiple Sclerosis Society

Muslim Aid


Narcolepsy UK

National Austistic Society

National Deaf Children’s Society

National Trust


Outlook Fund for Cambridgeshire

Outward Bound Trust


Parkinson’s UK


Prince’s Trust

RAF Association

RAF Benevolent Fund

Redwings Horse Sanctuary

Royal British Legion

Royal Horticultural Society

Royal Marsden Cancer Charity

Royal Masonic Benevolent Institution

Royal National Institute of Blind People

Royal National Lifeboat Institution

Royal National Theatre

Royal Opera House

Royal Society for the Prevention of Cruelty to Animals

Royal Society for the Protection of Birds

Royal Voluntary Service


Samaritan’s Purse


Save the Children


Scout Association


Shaw Trust



Soil Association

SSAFA Forces Help

St.John Ambulance

Stroke Association

Sue Ryder Care



Terence Higgins Trust

The Brooke

The Salvation Army

Turning Point


Variety Club

Victim Support


Wallace Cancer Care

Watch Tower


Wildfowl & Wetlands Trust

Wildlife Trusts

Wood Green Animal Shelters

Woodland Trust

World Cancer Research Fund UK

World Society for the Protection of Animals

World Villages for Children

World Vision UK



YMCA England

Youth Hostels Association


To name a couple.

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