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