BU says “F*ck It Won’t Cut It” when it comes to life on campus with COVID-19.
Well, that ought to do it! Boston University recently asked a group of communications students to come up with a way of encouraging their peers to follow the school’s COVID-19 guidelines and they aren’t fooling around. The students came up with a straight-to-the-point slogan to help maintain safety on campus–“F*ck It Won’t Cut It.”
University officials seem to be on board with the student-led initiative and have already filed a trademark application for the slogan, which helps promote “public awareness of safe and smart actions and behaviors for college and university students in a COVID-19 environment.”
The campaign, which has already been launched across Twitter, Instagram and TikTok, plays on the students’ desire to get out of their high school bedrooms and back to the fun college life we’ve all fully enjoyed at some point in our lives. The campaign spreads awareness of pandemic-era life on campus by sharing tips on social distancing and other usual college activities like dealing with roomates and going out with friends.
Over the past few months, the school had faced pressure from the Boston city council to not invite its student population back to its urban campus this fall. But BU decided to move forward and was looking for original ways in which to promote and enforce its hybrid model of consistent COVID-19 testing, small living communities and strict limitations on visitors. The “F*ck It Won’t Cut It” campaign gave them the perfect solution.
And if you’re still wondering why the students chose this rather ingenious slogan, take team member Hailey McKee’s word for it: “When you hear this phrase, you know right here and now I need to think about what I’m doing.” Straight forward, no explanation needed.
[Featured image: @bostonu, Instagram]