The slogan of the campaign is: “We know you care.”
A London-based charity secretly filmed the public as an actor handed out offensive leaflets.
The Pilion Trust works with vulnerable people who are discriminated against and those who are socially excluded in society.
The charity's CEO Savvas Panas suggested the charity were looking to raise its profile and boost donations in light of government cuts.
He said: "As a charity that has been severely affected by the nationwide decrease in charitable donations (20%) and Government cuts (60%).
"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."
Via youtube.com
Alongside advertising agency Publicis, the charity wanted to conduct a social experiment to find out how people would react to these messages.
Via youtube.com
It turns out that people were happy to tell the actor that he was in the wrong.
Via youtube.com
And question the premise of his idea.
Via youtube.com
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