The Pilion Trust filmed a social experiment comparing the public’s reaction to the statements “fuck the poor” and “help the poor” for its latest fundraising campaign.

Footage shows people angrily remonstrating with the campaigner when he wore the “fuck the poor” message, but ignoring him when he wore the “help the poor” message.

With the message “we know you care but do you care enough to give” the film has gone viral since its release earlier this week and has almost reached 1.9 million YouTube views.

Savas Panas, 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.”

Every Friday civilsociety.co.uk features an innovative or effective use of film by a charity. If you would like to draw our attention to your charity's film, or even someone else's please email [email protected]