Anyone who's walked down a busy city sidewalk has no doubt noticed charity representatives trying — and failing — to get the attention of the masses of people streaming by them. The man in the video above employs a different strategy to get attention: wearing a sandwich board with the eye-catching message "F--k The Poor"!
Needless to say, he catches the eye of passersby in London pretty quickly.
The last scene in the video shows what happens when he flips the board around to reveal a more conventional charitable message.
The video, dubbed a "social experiment," was put out by The Pilion Trust, a charity based in central London that supports people affected by drugs, alcohol and mental-health issues. The video was made in response to declining charitable donations and government support for the group, and quickly went viral in the UK and beyond.
"We understand that some may be shocked by this footage," Savvas Panas, the Chief Executive of the Pilion Trust, said in a statement. "We are more offended however, that people across the United Kingdom are living in adverse poverty."
One donor on the site wrote, "Great message. I usually also ignore the homeless on the street, when I could just in fact give them my spare change. I have to be better. This is a start."