F*ck It Won’t Cut It
Objective: We need to get individuals - smart, independent-minded, socially active students who by virtue of their age are not in a high COVID-19 risk category - to modify their behavior in ways that are consistent with best public health practices.
Insight: Gen Z-ers often cut themselves slack for breaking the small rules (before & during COVID).
Idea: Let's call students out on their bullish*t and remind them that saying "f*ck it" to the small rules can lead to big consequences.
Case Study
SOCIAL MEDIA
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SOCIAL MEDIA •
Copywriters: Chris Young and Lindsey Rosenblatt
Art Directors: Shannon Neff, Mac Wylie, Megan Kim, Megan Coats, and Huanqi Yang
Strategists: Hannah Schweitzer, Shubhangi Verma, and Niharika Verma