A job finding website in London thought it would be a good marketing ploy to set out blankets, sandals and dog bowls on the streets of the city to look like areas occupied by the homeless and include cardboard signs that read “Found a job” with their company logo and website information underneath.
If you were disturbed by the description of that tactic, your reaction aligns with many others who condemned the company, City Calling, on social media and expressed outrage for such insensitivity.
"To rob the most vulnerable people in society of whatever modicum of dignity they manage to cling to in the face of such hardship by using their plight as an object of supposedly comedic derision is obscene," said Concepta Cassar who criticized the campaign via Facebook.
Rather than issue an apology, City Calling posted a very generic, indirect response to criticisms claiming they do endless amounts of charity work and they help all jobseekers regardless of their personal circumstance.
This isn't the first time a London-based entity has received backlash for exploiting the homeless. Earlier this month, singer Ellie Goulding slammed an insensitive ad campaign, displayed throughout the Royal Borough of Kensington and Chelsea, that implied giving money to homeless people directly contributes to their deaths.
Homelessness in the U.K. is a serious issue. Nearly 100,000 children are currently homeless in England, BBC News reports. Neither individuals nor families dealing with homelessness should be the butt of any company's tasteless joke.
One would think that with such a large homeless population, companies in the U.K. would be joining forces to fix the problem as opposed to poking fun at it.