A direct response campaign that raised over $1.5 million raised to fight poverty.

#PovertyLinePrices

Challenge: 800,000 people live below the poverty line in
San Francisco – one of the richest cities in the world.
We needed their affluent neighbors to understand what poverty
feels like, and donate to help us fight it.

Idea: We increased prices in a grocery store by 500% to
show that when you earn five times less than average,
basic needs feel five times harder to afford. 

In the week leading up to Black Friday and Cyber Monday we ran coupons in major newspapers and online.

Contextual digital and out of home showed the prices of everyday purchases in real time.

Retail posters and POS elements were hand painted by a local Bay Area artist.

Within 48 hours, there was a 500% increase in traffic to Tipping Point’s site, with 68% being new visitors.

People could enter their salary to see how much more expensive things would feel if they were living below the poverty line.

These items could then be purchased with all profits going to Tipping Point.