Chugging Hell
April 9, 2014
Idea
To highlight British hypocrisy around social injustice, The Pillion Charity compared public outrage at a sign saying ‘f*ck the poor’ to their complete indifference to one saying ‘help the poor’
What We Like
The absolute simplicity of the campaign, and the genuinely shocking – and highly shareable – video that accompanied it
Learnings
Turning a campaign’s message on its head can sometimes be the best way to get people to sit up and listen – but it requires complete confidence in the message to do so