'[Expletive] The Poor' PSA from Pilion Trust poverty charity pushes boundaries to make point

LONDON, April 11 (UPI) -- During a new PSA that poverty charity The Pilion Trust has released on YouTube, a man walks the streets of London shouting “[Expletive] The Poor” while wearing a sign bearing the same phrase.

The video is part of a social experiment that hopes to point out that people say they care about those who are less fortunate but don’t always act that way.

“Londoners were secretly filmed taking the man to task for the offensive statement,” according to Pilion’s website. “Afterwards, the man flipped his sign over so that it read ‘Help the poor’ and he proceeded to ask for donations -- but this time people completely ignored him."

The video has received more than two million views and hundreds of tweets.

“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,” said Pillon Trust chief executive Savvas Panas.

[Pillon Trust]