COMMUNICATION STRATEGY

Ahmed and Hamid are both beggars in London.

Ahmed drives a Mercedes, lives in a mortgage free house and has a lot of money to spend.

Hamid only brings in 2 to 3 pounds a day.

Hamid asks Ahmed how he manages to bring home a suitcase full of £10 notes every day.

Ahmed says, “Look at your sign – It says, ‘I have no work, a wife and six kids to support.’

Britons who see that, do not feel as if they have accomplished anything by giving you money. You will still have no job and a large family. Now look at my sign.”

So Hamid looks and Ahmed’s sign reads, ‘I only need another £10 to move back to India.

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