Poverty Line Prices
A direct response campaign that raised over $1.5 million to fight poverty.
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. So we dramatically increased prices in a grocery store to show that when you earn 5x less than average, basic needs feel 5x harder to afford.
Within 48 hours of the campaign’s launch, there was a 500% increase in traffic to the Tipping Point site with 68% new visitors.
In the lead up to Black Friday and Cyber Monday we ran coupons in major newspapers and online.
Contextual digital, POS and OOH was created.
Retail posters and POS elements were hand painted by a local Bay Area artist.
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.
