The Ask: In struggling working-class communities, economic frustration is often misdirected downward at neighbors on food stamps ("freeloaders") rather than upward at the broken system causing the struggle.

The Insight: You can’t tell people not to be angry. But you can show them they are mad at the wrong target. Poverty isn't a character flaw. It's math.

The Strategy: Stop Punching Down. Look Up. A high-contrast, guerrilla campaign that meets the audience in the "pain points" of their daily routine, gas pumps and grocery lines to pose a single, provocative question: Who is actually taking your money?

AD: Ashley Corona

CW: Ashley Corona