California's Bay Area—home to nine counties, from Alameda to San Francisco—has always been an enclave of diversity, both in terms of ethnicity and cost of living. But thanks to Silicon Valley, median household income has skyrocketed to $153,057—about five times more than families who live below the poverty line, which clocks in at about $24,300.
Consider what this does to the cost of rent and other everyday expenses.
One in 10 Bay Area families (about 788,000 people in all) live below the poverty line. To raise awareness about this massive dissonance, San Francisco agency Goodby Silverstein & Partners took over a grocery store in the upscale Nob Hill neighborhood and charged regulars "Poverty Line Prices"—inflating products to five times their normal cost, with hidden cameras rolling.
Under "Poverty Line Prices," created for the poverty-fighting organization Tipping Point Community, four rolls of toilet paper skyrocket from $3.46 to $17.30. Monthly bus passes, which normally cost $73, jump to $365. And milk goes from $4.88 to $24.40.
Patrons were filmed freaking out over the markups:
Check out the Chronicle "coupon campaign" below:
CREDITS Client: Tipping Point Community
Title of Creative Work: Poverty Line Prices
Live Date: 11/17/16
Agency: Goodby Silverstein & Partners
Creative
Co-Chairman: Rich Silverstein
Associate Creative Director: Tristan Graham
Design Director: Chris Peel
Production
Director of Content Production: Tod Puckett
Executive Broadcast Producer: Michael Damiani
Senior Art & Print Producer: Noah Dasho
Director of Interactive Production: Margarret Brett-Kearns
Associate Technology Director: Andre Cardozo
Interactive Producer: Tena Goy
Photographer/Retoucher: Quinn Gravier
Account Services
Group Account Director: Michael Crain
Assistant Account Manager: Will McPherson
Brand and Communication Strategy
Head of Brand Strategy: Bonnie Wan
Deputy Director of Brand Strategy: James Thorpe
Director of Communications: Meredith Vellines
Director of Communications Strategy: Christine Chen
Sr. Communications Strategist: Alex Oztemel
Jr. Communications Strategist: Chloe Bosmeny
Group Research and Analytics Director: Margaret Coles
Jr. Quantitative Strategist: Ian Heath
Business Affairs
Business Affairs Manager: Heidi Killeen
Business Affairs Associated Manager: Annie Holmgren
Production Company
Company Name: EFilms
Director: Timothy Plain
Director of Photography: Jon Behrens
Producer: Jefferson Curry
Executive Producer: PJ Koll
Content Creative: Andrew Butte
Editorial Company
Company Name: Elevel
Editor: Erik Johnson
Asst. Editor: Lori Arden
Producer: Ali Plansky
Music
Atomic Music
Track Title: Intricate Designs
Mix
Company Name: Elevel
Mixer: Dave Baker
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