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People Get A Taste Of Life Below The Poverty Line In Startling Campaign
By Yoon Sann Wong, 22 Nov 2016
Imagine walking into your grocery store one day only to find that basic necessities such as toilet paper cost five times as much as they did.
That’s what happened to patrons of one grocery store in the upscale Nob Hill neighborhood of San Francisco.
Thanks to Silicon Valley, San Fran has enjoyed much wealth generation, but not everyone enjoys the spoils.
According to poverty-fighting organization Tipping Point, “One in 10 Bay Area families live below the poverty line, making US$24,300 or less a year. That’s five times less than the average income, making basic needs five times harder to afford.”
In this new campaign called ‘Poverty Line Prices’, the organization partnered with San Francisco agency Goodby Silverstein & Partners to raise awareness about this issue.
Prices at the grocery store were jacked up by five times and hidden cameras were set in place to record the reactions of patrons.
“The Bay Area is a tale of two cities: the haves and the have-nots,” explained GS&P co-chairman Rich Silverstein to Adweek. “We wanted people to get a small sense of the reality of living on the poverty line to truly understand the importance of Tipping Point’s mission.”
You can provide a helping hand to these families via Tipping Point’s website here.
Watch the campaign video below.
[via Adweek, video via Tipping Point Community]
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