Three very different Irish millionaires (there aren't that many millionaires in Ireland anymore you see, hence the length of the series...) turn their back on their day-to-day lives and go undercover in some of the most disadvantaged parts of Dublin, Cork and Dundalk. Their search, for genuine local Irish charities, brings them face-to-face with some of our most pressing social problems including suicide, poverty, drugs, disability and more. In episode one, millionaire benefactor John Concannon says goodbye to his comfortable lifestyle, spending eight days in one of the poorest areas of West Dublin, where high unemployment drug and alcohol abuse are every day facts of life. He comes face-to-face with the realities of urban poverty in Ireland and unearths a hidden emotional trauma that will change his life forever. We meet those local heroes working tirelessly in their communities to help those in need in spite of rampant social problems now made worse by the economic crisis.